Dewar's 'Whisky Hacking'
Dewar's were looking for a new way to present their brand that encourages exploration, challenges negative stereotypes and presents their heritage in a way that goes beyond the 'Highland Cliche' – In short, get a new generation of consumers to re-asses Dewar's and whisky as a whole.
The concept of 'Whisky Hacking' is a combination of old and new; age old traditions of blending and infusing the spirit and a very modern meme 'Hacking' i.e. re-inventing and changing products to new personalised forms – infusing, mixing,customising, personalising.
The digital expression of this is a destination that automatically personalises content based on your location and time, content that you can then further mix to your liking, exploring the brand and coming across unexpected combinations.
