Laphroaig “Opinions Welcome”: Turning Polarization into a Brand Superpower
Campaign Overview
Laphroaig’s "Opinions Welcome" campaign redefined spirits marketing by embracing the polarizing nature of its peaty flavor. Launched
in 2014 and running through 2020, the campaign transformed unfiltered consumer reactions—ranging from “disinfectant for the soul” to “a punch in the face… in a good way”—into a globally recognized brand platform.
It celebrated every opinion, positive or negative, as a badge of authenticity and character.
Client & Agency Partner: Beam Suntory,
White Label UK
Year: 2014–2020
Location: Global
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The interactive hub at Laphroaig.com/opinions featured real-time user submissions and a live “Opinion Wall”.
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.
OPINIONS WELCOME LAUNCH ADVERT
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'!
Challenge
Laphroaig faced the challenge of repositioning its divisive flavor profile as an asset rather than a barrier. The goal was to:
Convert polarization into a unique selling point.
Break through clichéd whisky marketing with authentic storytelling.
Drive trial by encouraging new drinkers to experience their “Marmite moment.”
Insight
Laphroaig’s bold, smoky flavor elicits visceral reactions—whether love or hate. These intense “first sip” moments became the emotional core of the campaign, offering an opportunity to celebrate the whisky’s distinctiveness and foster deeper consumer engagement.
Idea
Celebrate polarization by creating a platform where every opinion fuels brand equity. User-generated content became central to the campaign, appearing in ads, social media posts, packaging, and even experiential activations.
Execution
Always-On Content Engine:
A microsite aggregated live submissions from consumers worldwide.
Seasonal extensions like Halloween’s “Trick or Treat” and Thanksgiving kept engagement fresh.
Disruptive Media:
TV spots featured unscripted first-taste reactions from real drinkers.
Print ads highlighted extreme opinions, both positive and negative.
Experiential & Loyalty:
Created an “Opinion Wall” at distillery events where guests could share their thoughts.
Winning tasting notes were printed on limited-edition packaging tubes.
Innovations
Negative Review Marketing: Turned criticism into an asset with lines like “Like dead fish—I was hooked.”
Real-Time Content Integration: Used algorithms to select the most engaging opinions for ads and social media posts.
Packaging as Media: Featured fan quotes on bottle labels and gift sets, extending the campaign’s reach into retail spaces.
ASA-Compliant Creativity: Maintained compliance with advertising standards while pushing boundaries in storytelling.
Impact
Market Positioning: Elevated Laphroaig to #2 Best-Selling Scotch (2019) from #3 in 2018.
Sales Growth: Achieved +22% growth in the U.S. within six months; Laphroaig Select saw +100% Q4 sales growth.
Engagement Metrics:
2.3M video views with a 27% view-through rate (VTR).
45M+ impressions across 30 media outlets globally.
The campaign’s six-year run demonstrated that embracing polarization could transform Laphroaig’s bold flavor into a cultural conversation and a competitive advantage.
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