Bacardi Global Travel Retail has launched limited-edition gift packs for Dewar’s 12 Year Old, 15 Year Old and 18 Year Old Scotch whisky to celebrate the festival of Diwali. The brand owner is also marking the occasion with a colourful makeover of The Moodie Davitt Report.
The new sleeve packaging features celebratory festival colours and incorporates augmented reality (AR), enhancing the gifting experience.
Known as the ‘Festival of Lights’ and a key driver of international travel, Diwali is the primary gifting occasion in India and among the Indian diaspora worldwide.
Scotch whisky is a popular and prestigious Diwali gifting item and the three new limited-edition packs aim to inspire shoppers with the premium cues in the packaging. Launching this October, exclusively in travel retail, the range is listed in India, the Middle East, the UK and Asia Pacific – the Dewar’s 18 Year Old version is only available in the Indian and Middle East duty free markets.
The premium colourful packaging leverages visual cues from the Indian Rangoli art tradition that involves creating intricate, often symbolic designs on the ground during Diwali.
A key feature is the addition of personalised augmented reality. The limited-edition packs invite consumers to scan the QR code (on their smartphone) to experience the Diwali Augmented Reality experience with the option to record a personal message and upload an image to share the Diwali pack as a gift for the recipient.
The new limited-edition sleeves and personalised gifting Augmented Reality experience are part of the Diwali Deserves Dewar’s campaign which also features strategic digital airport advertising and in-store activations.
“At Bacardi we love helping people celebrate significant personal moments and these new limited-edition Dewar’s Diwali sleeves do just that in a premium, imaginative, and interactive way,” said Bacardi Global Travel Retail Head of Marketing Ignacio Vázquez. “Progressive and open-minded whisky consumers from emerging markets, especially in India, are strongly motivated by the craft involved in significant age statements, awards and exclusivity in travel retail. These are all strong components in this Diwali range, giving gift-buyers the confidence that, by choosing the world’s most awarded blended Scotch whisky, their Dewar’s Diwali gift is sure to delight.”
