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Laphroaig seeks reactions for new campaign

Islay single malt Scotch whisky brand Laphroaig has launched a new interactive global campaign to encourage whisky drinkers to share their reactions when drinking.

Laphroaig #OpinionsWelcome
#OpinionsWelcome is the new global advertising and digital campaign by Laphroaig

The campaign, titled #OpinionsWelcome, features candid, real-life opinions of Laphroaig from members of the brand’s loyalty group, Friends of Laphroaig, who have shared their personal tasting notes.

Print and digital advertisements along with video content will depict fans’ descriptions, which include comments such as: “Smells like medicine. Tastes like soil. My whisky of choice,” and, “Salt, peat, smoke, iodine and seaweed. My friend the oceanographer said it tasted ‘like dead fish’ I was hooked.”

“Laphroaig has long been a brand that elicited diverse and strong opinions from those who taste it, and the quotes we’ve selected to showcase at the launch of the campaign honour our long time friends and represent their affinity for Laphroaig,” said John Campbell, Laphroaig master distiller.

“These authentic reactions will entice those unfamiliar with the whisky and inspire them to share their own opinions of Laphroaig.”

A microsite,, will be at the centre of the campaign and allow members of the public to submit their own thoughts and opinions of Laphroaig.

As well as showcasing the comments online, a selection of new opinions will be used in future advertisements and social media content generated by the brand.

Additionally, to “inspire intrigue” a series of viral videos called #OpinionsWelcome will showcase different people tasting Laphroaig and then honestly sharing their tasting experience, whether positive or negative. The videos will be released throughout 2014 and can be watched online either on the microsite or via YouTube.

Fans are invited to get involved in the discussions by using the hashtag #OpinionsWelcome on Facebook and Twitter.

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