• New above the line campaign ‘You’ll always remember your first Laphroaig’ aims to encourage drinkers to experience the unique flavour of the world’s most divisive single malt.
  • Capturing the genuine public reactions of their first sip the TVC will appear across broadcast, video on demand, and other digital platforms from 26 October.

2nd November 2020: Laphroaig, the UK’s number one peated single malt*, has announced the launch of a new fully integrated above the line campaign. It is aimed at capturing the unique reactions of consumers attempting to describe the smoky flavour of this iconic Islay single malt.

Basking in the divisive, yet unforgettable, taste of Laphroaig, the campaign will appear across broadcast TVC (30”) with social and digital media (15”) going live from 1 December.

‘You’ll always remember your First Laphroaig’ is the next chapter of Laphroaig’s Opinions Welcome advertising campaign and the idea that everyone has their own, often unexpected but always unique reaction to this whisky. The new creative plays on this concept via the coming together of first time Laphroaig drinkers.

Filming genuine members of the public across a variety of ages and backgrounds, each individual is handed a bottle and glass and invited to enjoy their first sip. Beginning with trying to pronounce the name of the infamous liquid, what ensues is a variety of facial expressions that range from hesitant and unsure, to full-blown dislike, pleasant surprise and deep love for the taste – each perfectly capturing the experience without the need for words. The film concludes with two of the brand’s newest and biggest fans fervently nodding and proclaiming their newfound love for Laphroaig.

Perfectly articulating Laphroaig’s personality in a way that transcends traditional whisky advertising, the playful yet honest persona positions the experience of drinking a Laphroaig as a memorable one, no matter the outcome.

Nick Ganich, Head of Brands, Edrington-Beam Suntory UK said, “The idea that Laphroaig isn’t for everyone is what makes it such an iconic and inclusive brand. You may love or indeed dislike the taste, but what is certain is that drinking Laphroaig is a deeply personal experience that elicits great emotion and often debate amongst our customers and consumers.”

Jim Robinson, Managing Director, Warp & Woof said: “Bringing this core part of the brand’s personality to life through the campaign has been a lot of fun and something we believe will encourage thousands of soon to be die-hard fans to discover Laphroaig.”

The campaign will also feature as part of Video on Demand through Sky Go, ITV and All 4 and in a variety of formats across both Instagram and Facebook.  Furthermore, it will stretch across UK retail and e-commerce outlets featuring Laphroaig’s “Opinions Welcome” gift packs in the lead up to the key Christmas period.

To find out more about the campaign or Laphroaig more generally visit Alternatively subscribe to the Laphroaig UK YouTube channel or check out Facebook and Instagram for updates and news. The advert can be seen by clicking HERE

*Nielsen / CGA MAT Combined Sept 2020


TVC credits

Agency: Warp & Woof

Production Company: Cherry Duck

Creative Director: Greg Saunders

Associate Director: Ivana Markotic

Director: Ikenna Mokwe

DOP: Chris DuMont

Producer: Dave Cockayne

Post: Adam Cant/Tom Smith

Editing: Christian Burnett

Music: Lee Baker

Sound: Christian Wells/Janis Balodis

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