First-Time Drinkers Are Brutally Honest About Laphroaig Whisky

Clips Are Totally Unscripted, and They Don't All Like Whisky

Published On
Oct 05, 2017

Editor's Pick

Every marketer will tell you that authenticity is the way to consumers' hearts these days, but not everyone is brave enough to try it.

But it's a strategy Laphroaig Whisky is determined to pursue, starting with its ad last year that featured an insanely long filibuster full of people's real opinions. Now it's so-called #OpinionsWelcome campaign returns with a shorter spot which documents real-life pairs of friends sampling the whisky for the first time and saying exactly what they think about it. In a neat touch, not all of them are whisky fans either.

The clips are totally unscripted, and contain some classic lines: one woman describes it as "aged with a yoga mat" while her friend retorts: "it's not as bad as you make it out to be." Others cough, splutter, stumble over its name and describe it as "experimental jazz" and a "bend in time." Another asks, "Why does it make me so sweaty?"

The film, by agency White Label, cleverly taps into a truth about Scotch whisky; it's a pretty polarizing drink. (U.K. food brand Marmite has been using this idea to its advantage for years.) If you are a whisky fan, however, this is a fresh approach that just might make you remember the brand with the unpronounceable Scottish name.


Oct 05, 2017
Brand :
Laphroaig Whisky
Client :
Laphroaig Whisky
Agency :
White Label

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