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Laphroaig partners with Picturehouse Cinemas
Beam Suntory-owned Scotch brand Laphroaig has teamed up with Picturehouse Cinemas as part of this year’s Opinions Welcome campaign.
The Opinions Welcome campaign launched in 2015
The Opinions Welcome campaign will play a “key part” in the partnership. Bespoke idents will be shown on-screen ahead of member screenings, and samples of Laphroaig will also be offered.
It is part of Laphroaig’s long-term strategy to introduce the single malt to new consumers and and is part of the “biggest investment put behind the brand”.
Adverts for the brand in 60- and 30-second formats will run across Picturehouse, Everyman and Curzon sites before feature-length films. A launch film will also air at member and public screenings, allowing consumers the opportunity to try Laphroaig for the first time and compare their opinions.
Nick Ganich, head of Beam Suntory brands at Edrington-Beam Suntory UK said: “Partnering with Picturehouse Cinemas is a fantastic opportunity for Laphroaig as it gives us the chance to put our much-loved but divisive whisky into the glasses of new consumers, encouraging them to share their unique thoughts.
“Cinema always stokes healthy debate, so it felt the ideal match to include Laphroaig, which instils similarly strong but divided opinion. Luckily, we welcome them all and we can’t wait to hear what people think.”
The partnership between Laphroaig and Picturehouse Cinemas will begin this month and continue throughout the year.