For a 200-year-old brand looking to attract a new generation of whisky drinkers, we built a disruptive campaign driven by its fans . . . and not fans.

Inspired by the rich and evocative language already used by Laphroaig drinkers, we invited the world to share their honest thoughts of this peaty single malt . . . whether they loved it or not. We then turned those opinions, good or bad, into brand content across different channels, translating the flavor of one of the most complicated whiskies on the market into intriguing, drinker-driven language.

#2 BEST SELLING SCOTCH 2019

From #3 in 2018, Drinks International Report

+22% US SALES GROWTH

In the first 6 months of the campaign

+27% VIDEO VIEW THRU RATE

In the first year, with a total of 2.3 million views

Video Production: Sariel Heseltine (The Wagon)     |     Mike Matthews (Fat Lemon)     |     October Films