Laphroaig has launched a new global campaign, “Unphorgettable” which will begin in the U.K., France, Canada and Italy before rolling out to other countries in 2025.
Designed to recruit new drinkers and reconnect with loyal fans, Laphroaig say the the campaign is rooted in the single malt whisky’s bold, distinctive taste and personality. Using real drinkers’ own description of “once tasted, never forgotten” and developed by global brand design agency Design Bridge and Partners London, the campaign introduce animations of four ‘Taste Characters’ to represent the new, bold characterisation of the brand which range from an angel to a donkey, a pack of wolves to swirling waves.
“Unphorgettable” will be supported by both above and below the line campaigns, including a 20-second film to hero Unphorgettable experiences in the on-trade.
Fleur Maguet, Laphroaig Global Brand Director at Suntory Global Spirits, said, “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.”