At Diverevents, we recently developed a new promotional project in collaboration with Dewar’s, a brand we always enjoy working with due to its commitment to high-quality experiences. This time, the activation took place at El Corte Inglés Duque, in the heart of Seville, where we created an experiential space designed to bring the essence and character of the iconic Dewar’s 12 Years closer to the public.
An activation designed to awaken the senses
Our team handled the complete production and installation of an experiential setup that allowed visitors to dive into the nuances and history that make this whisky unique. The goal was clear: to create an experience capable of conveying the brand’s values through scent.
We designed an olfactory journey where attendees could discover, through different aromas, the notes that define Dewar’s 12: its layers, complexity, and the double-aging process that sets it apart. Each scent acted as a gateway into its story, helping participants understand—through their senses—how its profile is built.
Turning knowledge into experience
Beyond a simple promotional action, the project aimed to generate an emotional connection. Consumers didn’t just learn about the product—they felt it. The experience was particularly engaging for whisky enthusiasts as well as for newcomers stepping into the world of Dewar’s for the first time.
At Diverevents, we continue to champion actions that combine creativity, interaction, and storytelling, offering brands powerful tools to connect with their audiences in an authentic and memorable way.
If you'd like, I can also prepare a shorter version for social media or adapt the tone to be more formal, more promotional, or more storytelling-focused.
