Dewar's Scotch is looking to become the most talked about whiskey by 2024, and not just scotch whisky, all whiskey. To do that, they need to create conversation and have narrowed in on a consumer mindset called "The New Appreciator."

But who was "The New Appreciator"? I identified that the new appreciator of Dewar's (and a previously ignored 46% of their customer base) to be female – specifically fierce, dynamic and bad*ss females. With social as a central platform for creating conversation, I developed an original campaign concept leveraging experiential marketing to reach this new target – where they are – and that would highlight the Dewar's reason to believe and brand promise, Double Aged For Extra Smoothness.