D15 Beats – making the best Hip Hop collaborations happen in Southeast Asia

Scotch whisky brand Dewar’s is known for its double aged whisky, and as a result the key messaging for the brand is ‘Double Is Better’. With the task of integrating this message as well as the product in digital content, we conceptualised a surrogate property for the brand, called D15 Beats – a music platform that brings some of the most acclaimed artists together for a collaboration. Why D15? D stands for Dewar’s and 15 for the variant of whisky that the brand wanted to focus on. 15 stands for the number of years that the whisky has been aged.

Hip Hop is the most popular genre amongst the young audience in Thailand and Vietnam. Through our research in the market, we recognised that this could be an incredible opportunity for us to embed the brand in Thailand and Vietnam’s popular culture, while targeting Dewar’s core audience. Collaborative tracks in the form of a music video were released on YouTube and also extended to an on-ground performance on the same month of release, where the audience could sample Dewar’s in all its splendor.