New Dewar’s Brand Up for Grabs

Bacardi USA is preparing brand extensions of its Dewar’s scotch and Bacardi rums, with product launches and advertising campaigns scheduled for September, sources said.
For creative duties on the new Dewar’s brand, the Miami-based client has narrowed its search to four undisclosed agencies. It could not be determined at press time if there is a review under way for the new rum brand, sources said.
The names for both products are to be announced in May.
The scotch was described as a “complementary product to Dewar’s White Label.” The campaign for that $20 million account, tagged, “They’re Dewars,” is handled by Avrett Free Ginsberg, New York, which won the business last May. This past January, Avrett was awarded the $10 million Bacardi light and light-dry rums account. Shop officials declined comment. The client did not return calls.
One source said that the client is skewing its consumer target younger–to 21- to 25-year-olds–and more high-end for both new brands.
“The market is going very upscale,” the source said. “People have money to spend and want to show that they have sophisticated tastes.”
Optimedia International (U.S.), formerly DeWitt Media, handles media planning and buying duties for all Bacardi brands in the U.S. K