Laphroaig creates ‘Unphorgettable’ campaign
Islay distillery Laphroaig hopes to recruit new drinkers and reconnect with fans through its new global campaign, called ‘Unphorgettable’.
The Unphorgettable campaign invites drinkers to explore the intensity of its flavour profile, capture core memories, and ensure that ‘every experience shared over a Laphroaig is truly lasting’.
The campaign is said to be rooted in the single malt whisky’s bold, distinctive taste and personality, with animated ‘taste characters’ that have been created using descriptions by ‘real drinkers’.
Fleur Maguet, Laphroaig global brand director at Suntory Global Spirits, explained: “We know that every sip of Laphroaig is an unforgettable experience, so we asked over 250 members of our devoted whisky community, Friends of Laphroaig, to articulate their first sip in our ‘Opinions Welcome’ campaign.
“The ‘Unphorgettable’ campaign is a natural evolution and stands out within the whisky category through the authentic expression of real words from real fans describing the whisky they love in a way that is surprising, evocative and emotive – creating a campaign as unique and unforgettable as Laphroaig itself.”
The four ‘taste characters’ of the campaign, which will become the new, bold characterisation of Laphroaig, include an angel, a donkey, a pack of wolves, and swirling waves.
The creative, which features Laphroaig’s signature colour palette with the bottle as the hero, was developed by global brand design agency Design Bridge and Partners London, who recently redesigned the visual identity of the brand’s whisky bottle.
Launching first in the UK, France, Canada and Italy, before rolling out to other countries in 2025, the campaign will include a 20-second film that will hero ‘Unphorgettable’ experiences in the on-trade and during key gifting occasions.
Earlier this month, Laphroaig welcomed George Campbell as its new distillery manager.
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