Laphroaig has unveiled a new ad titled, “You’ll Always Remember your First Laphroaig”, as part of its Opinions Welcome campaign. The new film from the Beam Suntory-owned Islay distillery shows individuals tasting the Scotch Whisky for the first time.
Launched back in 2014, when comments under the hashtag #OpinionsWelcome were featured in print and digital marketing for Laphroaig, the latest addition is currently rolling out across televisions and social media in the United Kingdom. There are 30- and 15-second “You’ll Always Remember your First Laphroaig” cuts showcase members of the public tasting the iconic Islay dram for the first time.
The videos begin with consumers attempting to pronounce the Whisky’s name. Then they try the spirit and some wild faces of joy, mystery, and excitement are seen. The film ends with two drinkers announcing their love for Laphroaig.
“The idea that Laphroaig isn’t for everyone is what makes it such an iconic and inclusive brand,” said Nick Ganich, head of brands at Edrington-Beam Suntory UK. “You may love or indeed dislike the taste, but what is certain is that drinking Laphroaig is a deeply personal experience that elicits great emotion and often debate amongst our customers and consumers.”
Developed by creative agency Warp & Woof, the campaign will run across video on demand platforms including Sky Go, ITV and All 4, as well as Facebook and Instagram.
“Bringing this core part of the brand’s personality to life through the campaign has been a lot of fun and something we believe will encourage thousands of soon to be die-hard fans to discover Laphroaig,” said Jim Robinson, managing director of Warp & Woof.
Last month, Laphroaig launched The Ian Hunter Story Book Two 30 Year Old Whisky, which has aged for three decades in Spanish Oak Oloroso Sherry casks. The second release of the Islay distillery’s Ian Hunter Series is a tribute to the Icon that Ian Hunter built more than 100 years ago.
Check out “You’ll Always Remember your First Laphroaig” film below: