Lagavulin takes drinkers ‘beyond the smoke’
Diageo-owned Lagavulin has unveiled its latest marketing campaign, which aims to ‘redefine perceptions of Scotch’ and inspire whisky drinkers to explore the many dimensions that make the spirit ‘legendary’.
The Beyond the Smoke campaign is said to be an invitation for consumers to experience the whisky as a catalyst for curiosity, sparking exploration and igniting a path to discover the many ways to enjoy it.
It was created in partnership with Uncommon Creative Studio and features a suite of work, including a 30-second spot and a collection of imagery, that brings Lagavulin’s legacy to life.
The hero spot, with a voiceover provided by longtime creative partner Nick Offerman, uses a single shot to go from a Brooklyn bar to the brand’s distillery on Islay – recreated as a bespoke diorama of the brand’s Scotland home – to a dinner at home and a New York rooftop. All of this aims to showcase how Lagavulin’s smoky character seamlessly flows into a sophisticated, modern lifestyle.
While smoke ties the story together, the campaign also seeks to transcend it in a bid to reflect Lagavulin’s influence in contemporary culture and its growing role in the evolving ways whisky is enjoyed today, from classic pours to inventive cocktail serves.
“Lagavulin is more than just a smoky whisky; it evolves with every sip,” said Jesse Damashek, senior vice-president of whisky at Diageo. “While our smoky character – from Islay’s signature use of peat – defines Lagavulin, it’s the depth of this whisky that sets it apart.
“Beyond the Smoke invites people to explore the layers that lie beyond the initial taste and discover the full spectrum of how it can be enjoyed. Whether sipped in a dram during a quiet moment in a cozy cocktail bar or amidst the energy of a dinner party within a spicy Margarita, single malt whisky is not one-dimensional and we wanted to bring that to life with this new campaign.”
To introduce Lagavulin to new audiences, the brand has partnered with tennis magazine Racquet, which is known for its cultural perspective on the sport, and Highsnobiety, a fashion publication that blends streetwear, luxury and pop culture. By working with brands and personalities who embody the spirit of Beyond the Smoke, Lagavulin says it is able to bring the whisky to moments that push boundaries and invite discovery, proving that Scotch is not relegated to a fixed setting or audience, but can be appreciated by all who are curious.
Collaborations like these, the brand says, are central to its mission of making Scotch more approachable, enabling it to challenge traditional perceptions of whisky.
Beyond the Smoke will be amplified across media channels inclusive of social media, digital streaming platforms, print, and various publishers digitally.
To watch the campaign video, click below:
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