Douglas Laing unveils Delicious Desserts campaign

Scotch whisky brand Douglas Laing has launched a new dessert-themed marketing platform designed to bolster its core expression, Old Particular.

Douglas Laing’s Delicious Desserts campaign has been designed to boost its Old Particular Single Grain Scotch whiskies

The integrated campaign, titled ‘Douglas Laing’s Delicious Desserts’, will feature various activities around the world covering advertising, digital, PR, on-trade and off-trade marketing.

“We are excited to be really showcasing our Old Particular Single Grain casks and giving them the attention they deserve,” said Jenny Rogerson, marketing manager at Douglas Laing.

“This new campaign allows us to bring to life the grain and dessert pairing in an innovative, fun and memorable way – combining two of life’s greatest indulgences – desserts and whisky.”

Focusing on the dessert theme, the campaign will offer recipes, food pairing suggestions and information about events and competitions through Douglas Laing’s website and social media platforms over the next few months.

Furthermore, the brand will be pushing several Old Particular Single Grain dessert pairings to premium accounts across the world to encourage consumers to sample the “sweeter side” of Scotch whisky.

Sensory sampling activities and Old Particular Grain toolkits will be provided to select off-trade accounts.