Coming to America – Bringing Tommy Dewar
The Story

Dewar’s White Label is the USA’s No.1 blended whisky and has been for a century or so, ever since Tommy Dewar, the distillery’s founder, barnstormed across the nation at the beginning of the 20th century.

To celebrate this, on the brand’s 150th anniversary, Brand In Action brought the 19th century character back to life in a travelling exhibition that told his story, followed his route and packed up into its own steamer trunks for transport from point to point.

Exploits and ebullience

Tommy Dewar was a larger-than-life character and a powerful personification of his brand – think of a Victorian Richard Branson. His exploits, ebullience and pithy sayings (they were known as Dewarisms and considered quite outrageous at the time) made the papers everywhere he went, to the great benefit of the fine tipple he was selling.

His foresight led to Dewar’s being one of the first-ever brands to use moving pictures for publicity – and the exhibition showed the fragments that remain of this pioneering commercial, along with many Dewarisms, historic news reports of his exploits and sales souvenirs of the time.

How We Do It

Awards and effectiveness

The exhibition was one part of Brand In Action's global anniversary campaign for the brand. This included a multi-award winning website (the BT Superhighway Award for effectiveness and creativity was particularly welcome), a limited-edition bottle, celebration memorabilia and a replica of Tommy Dewar’s personal notebook that was given to VIP whisky retailers.

How We Do It

Incidentally, we’re pretty sure Tommy himself would have been pleased with our efforts – his notebook appeared in the D&AD annual that year, with writing credited to T. Dewar, of course!

Some Dewarisms

“Respectability is the state of never being caught doing anything that gives you pleasure.”
“If we are here to help others, I often wonder what the others are here for?”
“There’s no fun like work!”
“Two words at the altar and you are married. A few words in your sleep and you are divorced!”

Contact Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.

Call us:
0161 926 8444

Contact Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

Call us:
0161 926 8444

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.