DESIGN, CONTENT, IDENTITY, CREATIVE, ADVERTISING, EXPERIENTIAL, TOOLKIT, PR, DIGITAL, STRATEGY, CAMPAIGN, TRADE
A multi award-winning content led campaign for a brand that doesn't act like a brand.
Laphroaig is an iconic whisky produced from the tiny island of Islay in Scotland for the last 200 years. It’s a unique smoky, complex liquid that inspires incredibly strong reactions. Love, hate…sometimes both.
Opinions Welcome puts our drinkers at the heart of the campaign by encouraging them to voice their opinions, which they can share with us and with the world through a number of online and offline touch-points. In return, we have celebrated the diverse and interesting opinions shared over the years through competitions, experiential activations, tastings, surprise and delight gifts, and video content, not only adding up to an award-winning campaign, but also double-digit brand growth year on year.
Opinions Welcome Film Content
First for Friends
Our most recent film, ‘A First for Friends’, was built around the insight that you don’t forget your first dram of Laphroaig and that most memorable firsts are shared with friends. In a world of oversharing on social media and no real quality time together, Laphroaig reunited friends at the bar to try the whisky for the first time together. Responses ranged from Laphroaig putting “some hair on your chest” to tasting like a “romantic walk along the beach”, delivering opinions as unique as the friendships.
As with all of the films in the #OpinionsWelcome series a ‘First for Friends’ was 100% unscripted. The opinions expressed in this film are as authentic as the friendships. In doing this we stay true to the core of the brand.
Opinions Welcome Seasonal Editions
As part of our Opinions Welcome campaign, we’ve created a series of content to coincide with key holidays in the US, filming holiday editions in New York and a Christmas Choir version on a wet and windy Islay.
Burn's Night celebrates the poetry and life of Scottish poet Robert Burn’s and is a tradition that Americans are increasingly tapping into. Bringing the art of spoken word, poetry and Laphroaig’s #OpinionsWelcome together, Scottish poet Elvis McGonagall composed his own Ode to Laphroaig which was released for Burn’s Night.
Debate Films: Father’s Day & Thanksgiving
Families are naturally very opinionated and comfortable sharing their opinions with each other—especially when they get together for holidays like Thanksgiving. We filmed two families coming together for this holiday occasion and debating their varying opinions around the divisive liquid that is Laphroaig.
With Father’s Day a key gifting occasion for whisky, it is a natural platform for Laphroaig to explore. In the Father’s Day edition, we celebrated the father/son and father/daughter relationship; capturing opposing opinions of those not afraid to speak their minds!
You can view all of the Opinions Welcome videos created here