Double Double 37YO Activation.

The task

For the launch of their highest ever age statement blend, Dewar’s challenged us to bring the unique four stage aging process that makes Double Double the smoothest whisky there is to life in a way befitting this most luxurious of products. Taking on the challenge, we decided to go one step further and take them inside the bottle itself.



Concept design


Interactive design


Circle Square brand device

Drawing inspiration from the unique form of the Double Double bottle, we created a light and layered structure of glass and fabric for consumers to explore, pealing back the layers to discover the story. Layering on top of the physical experience, we created an AR treasure hunt that encouraged further exploration and rewarded them for their curiosity with brand storytelling and discounts.

At the heart of the space and the experience, consumers could learn about Dewar’s process from the distillery’s Master Blender, Stephanie Macleod. An interactive digital display allowed consumers to explore each of the products within the range, discovering their unique flavour profiles before exploring the story of Double Double 37YO with Stephanie herself.

Consumers could also discover the wider Double Double range and sample them through both vapour cloches and as a guided experience at the sampling bar. Those who chose to make a purchase could have their bottle lovingly prepared at a gift-wrapping station. A unique four stage wrapping process using bespoke paper reflected the Dewar’s ageing process, before the personal finishing touch of a handwritten card was added.

The experience wove together brand and product storytelling, brought to life through digital discovery and sensorial moments that turned a product’s USP into a compelling and memorable message.

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