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Laphroaig launches ‘unscripted’ video series

Islay single malt Scotch brand Laphroaig has unveiled a series of five ‘unscripted’ online videos as part of its #OpinionsWelcome campaign, called A First for Friends.

A First for Friends feature five real-life pairs of friends trying Laphroaig for the first time

A First for Friends celebrates friendship and a “memorable first in life”. The campaign videos features “banter between old friends with starkly differing opinions”.

The campaign depicts five real-life pairs of friends try Laphroaig for the first time and “share their 100% unscripted, authentic, honest opinions” of the whisky.

The tasting note-focused initiative returned for a fourth year in May, with fans given the chance to win a personalised artwork of their opinion for 2017.

Judith Giegerich, international marketing manager, malts, for Beam Suntory, said: “Laphroaig is dividing opinions, but whether you love or hate it, everyone remembers the first time they tried Laphroaig.

“Our new campaign – which continues to be completely unscripted – showcases genuine friends trying Laphroaig for the first time and proves that ’we don’t make friends easily but when we do they are for life.’ The new videos celebrate the open, honest, and creative ways people describe our whisky.”

The latest initiative follows the launch of a bespoke label printing app that enables consumers to personalise a bottle of the brand’s 10-year-old Scotch whisky.

Check out a video from A First for Friends below. 

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