Suntory Global Spirits has commenced a global marketing push for the Laphroaig single malt scotch whisky brand.
‘Unphorgettable’ will initially run in Canada, France Italy and the UK ahead of a wider release next year. The campaign centres around an advert on the brand’s YouTube channel that emphasises on-premise consumption and gifting occasions for the Islay-based scotch.
The spot will be backed by above- and below-the-line activity, although more specific details were not disclosed.
“We asked over 250 members of our … whisky community, Friends of Laphroaig, to articulate their first sip in our ‘Opinions Welcome’ campaign,” said global brand director Fleur Maguet. “The ‘Unphorgettable’ campaign … stands out within the whisky category through the authentic expression of real words from real fans … .”
At the start of this year, SGS revealed a packaging update for Laphroaig that replaced its bottle’s plastic bar top with a beech wood alternative and a “more recycling-friendly” carton. The changes will cut the brand’s total carbon emission by around 30%, the brand owner said at the time.
