Laphroaig - Opinions Welcome

Campaign Overview

Laphroaig “Opinions Welcome”; +22% US Sales in 6 Months, 2.3M Video Views. The campaign transformed Laphroaig’s polarizing flavor into a globally recognized brand platform, using user-generated content, experiential activations, and media integration to engage consumers.

Client: Beam Suntory, White Label UK | Year: 2014–2020 | Location: Global
My Role: Art Director

Full Case Study

The hero composition of the advert, we leverged as a holder for customer reviews.

NYC Post campaign leveraging our toolkit created.

Hero wall art mockup, not activated but used for pitch material.

Lightbox billboards: this layout was used on Facebook adverts across global regions.

The interactive hub at Laphroaig.com/opinions featured real-time user submissions and a live “Opinion Wall.”

A campaign global toolkit was created, from how to create the typography lockups and ads through to all creative touchpoints for Opinions Welcome.

Clippings from the TV spot we created as a pilot version that scaled across the globe.

The reviews made it to the actual distillery; this is the peat furnace wall in Islay.

The reviews feature on-case barrels and were used on social media.

Big Opinions: lucky customers had their reviews written on the wall of the distillery.

Big Opinions ran from 11-15 October, displaying real-time Twitter views from around the world onto the 200-year-old white walls of Laphroaig’s Warehouse No 1.

Launch Ad

Laphroaig Single Malt peated Whisky from Islay. The most richly flavored scotch whisky in the world. It's a complex beast -- even our closest friends describe us in seemingly disparaging terms ... before saying 'they love us'!

Case Study

Challenge

Laphroaig needed to reposition a divisive flavor as a brand asset. The aim was to celebrate opinions, drive trial, and break through whisky marketing clichés.

Insight

Intense first-sip reactions could be leveraged as emotional brand drivers. Embracing polarization could increase engagement and authenticity.

Idea

Create a content engine showcasing user opinions across ads, social, packaging, and experiential activations to turn every reaction into brand equity.

Execution

Microsite for live consumer submissions.
TV, print, and experiential integrations.
Seasonal extensions for ongoing engagement.

Innovations

Negative review marketing as an asset.
Packaging as media with fan quotes.
ASA-compliant disruptive storytelling.

Impact

+22% US sales within 6 months.
2.3M video views (27% VTR); 45M+ impressions globally.
Elevated to #2 best-selling Scotch (2019).

Awards

Gold PIAF (2015) – Audience Engagement
Advertising Strategy of the Year – The Drum Marketing Awards (2015)
Best Social Media Campaign – Drinks Business Awards (2016)
Shorty Awards – Wine/Spirits Category + Audience Honor

Credits

Account Director: Emily Thoubboron
Program Manager: Chris Cassell
Senior Associate Director: Sophie Knight
Co-founder & Creative Director: Greg Saunders
Co-founder: Drew Shannon
Art Director: Matthew Swan
Freelance Art Director: Chloe Batchelor