The rise of the "filter bubble" due to the search-focused nature of the Internet and smartphones has dampened people's curiosity. DEWAR'S, a unique blended whiskey, embraces curiosity as its core value with the slogan "Stay Curious." To introduce DEWAR'S to the unfamiliar Japanese audience, a creative approach was taken.

A book bar was established by DEWAR'S, offering an immersive "Stay Curious" experience while enjoying their whiskey. The twist lies in the hidden book covers on the shelves. Partnering with a bookstore chain, DEWAR'S curated 100 book titles based on real purchase data, prompting visitors to select books solely driven by curiosity.

The initiative generated significant buzz, accumulating 16,301,376 media impressions, and reinforced the "Stay Curious" ethos. Over 1,043 glasses of DEWAR'S were consumed during a five-day event, showcasing the appeal of discovering books solely by their titles. With this triumph, the concept is set to expand nationwide.