Dewars (on the) Rocks!

This warms my heart and the back of my throat for many reasons, not the least of which are a) I love scotch and b) I'm a podcaster.

As per Adweek, Dewars have inked a deal sponsoring popular video blogger, Ze Frank. Additional props to Blip.TV and Deep Focus for playing their part in making this happen.

"This is the new model," said Dina Kaplan, Blip.tv's chief operating officer. "We're finding ways for brands to interact with a show's audience and the show's creator so they can reach that audience in a much more direct way than is possible in a TV commercial or print ad."

It's definitely bitter-sweet for me as I was soooo close to inking a deal myself between a very large consumer goods company's scotch brands and my podcast, Across the Sound - The New Marketing Podcast. The sponsorship (had it gone through) would have put this one to shame in terms of the strategic and creative tie-ins. Sadly, a slowly-moving agency and conservative client put the kabosh on what could have been awesome.

No Scotch for you (unless you're Ze Frank's listeners)