Dewar's White Label
Dewar's White Label is in the Bacardi Brands' portfolio and historically a brand that was associated with an older demographic. Working with the Dewar's team, our job was to completely rebrand the liquor and make it appealing to a demographic that would help grow the brand.
Beginning with ideation sessions, we narrowed down our target demographic to "Urban Creatives" or what are commonly known as "hipsters" (men and women ages 25-40 living in urban areas, working in creative fields, etc). I was responsible for pin pointing cities and neighborhoods (ie-- Williamsburg (Brooklyn), Silverlake (Los Angeles), Portland and Austin) as well as key bars/accounts for the brand to gain presence in. I created a guide and schedule for each city in order to visit all the neighborhoods and potential accounts.
In addition to exploring cities, we also conducted six round table discussion groups (seven participants in each group) in each city along with four in home interviews in the four cities (two participants in each). I was responsible for recruiting all of the participants, facilitating the interviews/groups and creating the schedules for all of these.
Thanks to a tremendous amount of experiential research and extensive interviews with consumers, we teamed with Shepard Fairy's creative agency, Studio Number One, to create a grassroots campaign that included his signature murals in the appropriate neighborhoods, events at key accounts and with fitting taste makers as well as creating the annual "Repeal Day" event-- all utilizing the rich history of the brand and its retro aesthetic. Dewar's saw their on-premise sales raise by more than 30% in these areas.
Dewar's White Label is in the Bacardi Brands' portfolio and historically a brand that was associated with an older demographic. Working with the Dewar's team, our job was to completely rebrand the liquor and make it appealing to a demographic that would help grow the brand.
Beginning with ideation sessions, we narrowed down our target demographic to "Urban Creatives" or what are commonly known as "hipsters" (men and women ages 25-40 living in urban areas, working in creative fields, etc). I was responsible for pin pointing cities and neighborhoods (ie-- Williamsburg (Brooklyn), Silverlake (Los Angeles), Portland and Austin) as well as key bars/accounts for the brand to gain presence in. I created a guide and schedule for each city in order to visit all the neighborhoods and potential accounts.
In addition to exploring cities, we also conducted six round table discussion groups (seven participants in each group) in each city along with four in home interviews in the four cities (two participants in each). I was responsible for recruiting all of the participants, facilitating the interviews/groups and creating the schedules for all of these.
Thanks to a tremendous amount of experiential research and extensive interviews with consumers, we teamed with Shepard Fairy's creative agency, Studio Number One, to create a grassroots campaign that included his signature murals in the appropriate neighborhoods, events at key accounts and with fitting taste makers as well as creating the annual "Repeal Day" event-- all utilizing the rich history of the brand and its retro aesthetic. Dewar's saw their on-premise sales raise by more than 30% in these areas.
