Dewar’s goes back to quintessential parts of Lebanese life – community, games and partying – to push its White Label whisky back at the forefront of local consumers’ minds across the country.
On April 4 at Horeca, it unveiled its Doubara Club new campaign, actually a backgammon tournament that will start in Beirut before moving to different regions such as Bikfaya, Hrajel, Zahle, Ehden, Deir el Qamar and Jezzine. At the end of the six-month program, the finalists will compete in Beirut. “We chose backgammon because it really cuts across all demographics. Everybody plays backgammon in Lebanon, that’s the beauty of it, and Dewar’s is a brand for everyone,” says Ramy Karim, customer marketing manager at Bacardi Limited Levant.
The whole initiative will be supported by traditional and social media roll outs, as well as local activations based on the way Lebanese villages make big announcements: street banners, posters, reaching out to municipalities and mukhtars, etc.
Essentially, the plan is based on the insight that connecting Dewar’s White Label to Lebanese traditions and culture is powerful. It indeed follows several initiatives the brand took in that same direction: the Habibi Club, for instance, was launched a year ago in partnership with the Grand Factory, to revive in a glamorous way Lebanese-style partying.In parallel, the brand launched a limited-edition pack that celebrated the Lebanese heritage and that eventually led to a collaboration with Lebanese designers Images d’Orient. “The reaction of consumers was really positive and that encouraged us to continue in that direction,” says Karim. He further explains that the name doubara was chosen because “it means a pair of twos, as backgammon players know.That works well with Dewar’s, a double-aged scotch whisky. The word ‘club’ complements doubara first by saying it’s a social club; and secondly, by saying it’s a party. Besides, ‘club’ is kind of a trademark for the brand that also has the Dewar’s Club and the Habibi Club.”
It’s worth noting that each competition will be followed by a party and that the whole event will be hosted by TV celebrity Tony Baroud. “Who better than Tony Baroud to MC these tournaments and spread good vibes? He’s well-known, respected and beloved,” says Karim.
Karim says that the brand might consider expanding Doubara Club to other countries in the Levant if it proves as successful as expected. However, for now, the focus is 100% on Lebanon. “Dewar’s is part of the Lebanese culture. It’s been around for so long that it’s almost perceived as a Lebanese brand,” says Karim.