The aim of the road show to present the world of the John Dewar & Sons brand to guests at Warsaw bars and restaurants: Buldog, Lenistwo, Bazar, Banjaluka, Mezza, Harenda and MOSIR.
The activation campaign is best described by its slogan “DOUBLE AGED. TRIPLE CHALLENGE”. In the world of Dewar’s everything is double, because its whisky is characterised by double ageing. That is why the Whisky Challengewas hosted by two twins – ambassadors of the brand.
For the purpose of the activation campaign we produced a trolley, which was used as an attractive sampling tool. After tasting three covered whisky samples, the participants had to guess which was the youngest and which was the oldest. Those who managed to indicate the right order won a coupon entitling them to order Dewar’s 12Yo or Dewar’s 15Yo whisky with a 50% discount.
The road show lasted two months (November-December 2018). The Whisky Challenge was held at three locations 2 or 3 times a day. In total, it was completed almost 90 times. Almost 2000 people took part in the game.
Idea, production, implementation: HOLO