omnichannel + national

Dewar's makes holiday gifting easier than ever

We made it personal

The holiday sales season is a must-win for the spirits category, so we helped Dewar’s bring the magic with a ground-up custom label program that let holiday shoppers put a personal touch on their gifted bottle.

Seamless integration across our marketing pillars

This omnichannel program came to life through a coordinated campaign spread across social, digital, retail, OLV, radio, packaging, and sampling events. Each touchpoint drove awareness of the customized label program while driving consumers to the website for purchase or label creation.

Shopping couldn't be easier

Dewars.com let consumers choose from two options: they could have the bottle ordered, customized, and delivered by Dewar’s, or they could create their own free label and apply it to a bottle purchased at their favorite local retailer. Label fulfillment was handled via mail, and through a network of retail locations equipped with on-site printing.

Dewar's digital experience to personalize a bottle label

And we got results worth gifting. Again.

The campaign drove incremental PODs through sampling and retail support, while driving tens of thousands of visitors to the Dewar’s website. All that new holiday traffic generated a 440% YOY increase in label orders, and sold out of fully customized bottles. The campaign has continued to evolve, and is now in its third year.

Dewar's bottles with old fashioned cocktail

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