Laphroaig’s App Lets Drinkers Create "Opinionated" Whisky Labels
Laura McQuarrie — February 21, 2017 — Marketing
References: laphroaig & thespiritsbusiness
As part of its #OpinionsWelcome campaign, which has been ongoing since 2015, Laphroaig launched an all-new app to help buyers create custom whisky labels to personalize bottles of the brand's decade-old Scotch whisky.
Some of the personal opinions that people have shared about the whiskey describe it as "A big peaty, slap on the face" and "Like the wings of a sweet angel torn off and torched in a peat pit." The labeling tool will only be available through trade and consumer events, but buyers are being encouraged to tweet a picture of their custom whisky label using the campaign hashtag.
With this campaign that features vivid descriptions that are shared on social media, Laphroaig has made a point to bring these bold opinions back into the offline world. For instance, when the campaign first launched, it projected consumer tweets on its distillery wall.
Some of the personal opinions that people have shared about the whiskey describe it as "A big peaty, slap on the face" and "Like the wings of a sweet angel torn off and torched in a peat pit." The labeling tool will only be available through trade and consumer events, but buyers are being encouraged to tweet a picture of their custom whisky label using the campaign hashtag.
With this campaign that features vivid descriptions that are shared on social media, Laphroaig has made a point to bring these bold opinions back into the offline world. For instance, when the campaign first launched, it projected consumer tweets on its distillery wall.
Trend Themes
1. Customized Whisky Labeling - Opportunity to create personalized labels for whisky bottles, catering to consumers' desire for customization and unique experiences.
2. Opinionated Branding - Opportunity to engage consumers by encouraging them to share their bold opinions about the product on social media.
3. Offline Engagement - Opportunity to bridge the online and offline worlds by projecting consumer tweets on physical spaces like distillery walls.
Industry Implications
1. Beverage - Beverage industry can leverage customized labeling to appeal to consumers seeking personalized beverage experiences.
2. Marketing and Advertising - Marketing and advertising companies can capitalize on the trend of opinionated branding to create engaging campaigns.
3. Event Planning - Event planning industry can offer services to incorporate personalized labeling and social media sharing into trade and consumer events.
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