October 10, 2024
(press release)
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Striking depictions of real drinkers’ words brought to life through a classically Laphroaig lens Islay, United Kingdom, 7 October 2024: Iconic Islay distillery Laphroaig has launched a new global campaign, “Unphorgettable”. Designed to recruit new drinkers and reconnect with loyal fans, this campaign is rooted in the single malt whisky’s bold, distinctive taste and personality. Once tasted, never forgotten, Laphroaig has used real drinkers’ own descriptions and created animations of ‘Taste Characters’. From an angel to a donkey, a pack of wolves to swirling waves, the four ‘Taste Characters’ have become the new, bold characterisation of Laphroaig. Launching first in the U.K., France, Canada and Italy before rolling out to other countries in 2025, “Unphorgettable” will be supported by both Above the Line (ATL) and Below the Line (BTL) campaigns. The campaign will include a 20-second film to hero Unphorgettable experiences in the on-trade and during key gifting occasions. Laphroaig’s signature colour palette is instantly recognisable, with the bottle as the hero. The creative was developed by global brand design agency Design Bridge and Partners London, who recently redesigned the visual identity of the brand’s iconic whisky bottle. 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.” Laphroaig Unphorgettable invites drinkers to explore the intensity of its flavour profile, capture core memories and ensure every experience shared over a Laphroaig is truly lasting. -- About Laphroaig® As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam® and Maker's Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails. A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company’s Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit www.suntoryglobalspirits.com and .
Laphroaig is one of the best-selling Islay single malts globally and is synonymous with this famous whisky region. Established in 1815 by the Johnston brothers, Laphroaig has stayed true to its bold flavour and distinctive character for over 200 years. Today, Laphroaig is one of only a handful of distilleries that continues to craft whisky using traditional techniques like floor malting barley and using a “cold smoking” process to create its signature smoky flavour. Laphroaig’s commitment to bold character has earned us a dedicated following of brand fans, the Friends of Laphroaig. Launched in 1994, the same year HM King Charles granted the brand a Royal Warrant, the programme has since grown to a truly global community of thousands of whisky lovers representing over 170 countries. www.laphroaig.com
About Suntory Global Spirits
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