Scotch whisky maker John Dewar & Sons Ltd this month unveiled a new marketing campaign

Caracas Daily Journal (Jonathan Leo): Scotch whisky maker John Dewar & Sons Ltd. this month unveiled a new marketing campaign, whose underlying premise is to have a good happy life and try to succeed while enjoying it. This way, the Dewarism strategy defines itself as a social and economic doctrine based on writings and speeches from Thomas "Tommy" Dewar, the heir of the Dewar's House. Dewar, who was known as a successful businessman that never gave up the pleasures of life, once said that happiness is one of the most satisfactory ways to achieve success and so he let the world know when he published one of its well-remembered Dewarism phrases over a century ago: "Suffering is not the key to success". Under this premise, Catalan advertising agency Villarosas gave rise to this marketing strategy that swirls around Tommy Dewar's thoughts about life itself, whose reflections express a high conviction on the ways there are to achieve success and enjoy life that do not include neither suffering nor sacrifices that involve our own happiness, leisure time and other pleasures. Besides other countries, this world-class campaign that includes several other thoughtful phrases will be running in Venezuela until year-end.