Dewar’s Reimagines Iconic Profiles Campaign

Dewar’s, blended scotch whisky, is proud to announce an extension of the Dewar’s ‘Live True’ campaign with the launch of “Dewar’s Profiles,” a digital version of the brand’s successful print campaign from years ago. This series of short video interviews celebrates individuals and notable personalities who have the courage to drive unexpected pursuits that positively impact the lives of others and the world around them.

Dewar’s ‘Live True’ Profiles is the latest iteration of the brand’s global ‘Live True’ advertising campaign, which features extraordinary people who follow their passion, who live according to their own convictions and who value authenticity above everything – just like the brand’s founder John Dewar himself.

DEWAR'S LogoThe individuals highlighted in the series come from all walks of life and include Mark Bustos, a hairstylist who provides haircuts to the homeless; Hilary Knight, professional women’s hockey player and two-time silver medallist Olympian; Zio Zeigler, a muralist promoting free art for all; Sal Masekela, television personality and founder of the charitable organization Stoked Mentoring; and Jon Rose, professional surfer and founder of Waves For Water, which provides filters that give everyone the opportunity to have clean water. Over a glass of Dewar’s, viewers can delve deeper into the stories and lives of these remarkable individuals.

“Dewar’s is proud of our heritage, our history, and our commitment to authenticity,” said Dewar’s VP and Brand Managing Director Dan Pilas. “We have a truly rich story and want to celebrate the inspirational stories of remarkable individuals who ‘Live True’ in their daily lives.”

In addition to the digital series, the ‘Live True’ campaign is backed by advertising across broadcast, print and social media channels.

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