Label 5 helps consumers share a ‘virtual drink’
La Martiniquaise-owned blended Scotch whisky brand Label 5 has launched a new international digital campaign that allows consumers to share a virtual drink with people across the globe.
The campaign, called ‘High 5: Say Cheers to the World’, allows participants to upload a selfie showing them holding a glass of Label 5 to a dedicated High 5 website.
After randomly selecting a second consumer from another country, the website crops the two pictures together to depict a toast.
“With High 5, Label 5 provides what millennials are looking for: being able to easily share unexpected moments, anytime, anywhere, through mobile devices, and connect with other millennials abroad,” the brand says.
To take part in the campaign, users should access www.label5-high5.com, which is available on computers, mobile and tablet devices.
‘High 5: Say Cheers to the World’ will be supported by Facebook advertising, digital display adverts and local PR activity.
In December last year, Label 5 launched a limited edition, graffiti-style City Edition bottle, in line with its City Light campaign.