What the brand needed

Laphroaig is Scotland’s most divisive whisky. It isn’t your middle-of-the-road blend manufactured to please the palates of the modern-day masses.

Stream water, hand-cut peat, floor-malted barley, cold-smoking kilns and ancient copper alchemy – it’s whisky made the old way. It’s a recipe perfected by farmers over 200 years ago on a reclusive Scottish isle – and it tastes like it.

This craft-based copywriting campaign needed to effectively educate consumers on the unique taste in a distinctly South African way.

Insights and execution

Laphroaig isn’t for everyone, which is exactly what makes it so intriguing. Some love it. Some hate it.

Where one person describes the taste as deliciously smooth and smoky, another tastes TCP throat spray. Even South Africans, famous for our flavours of smoke and fire, couldn’t agree exactly how to describe it. About the only thing anyone can agree on is that they’ll never forget their first Laphroaig.

The results

The campaign produced a quirky, honest and authentically South African copywriting experience. 

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