June 2019: Single Malt Whisky brand, Laphroaig has partnered with cinema network, Picturehouse Cinemas in a unique collaboration that will bring together the worlds of whisky and cinema through the lens of Laphroaig’s iconic and award-winning ‘Opinions Welcome’ positioning.
Launching in June, this articulation of ‘Opinions Welcome’ is part of a long term strategy for the brand that will introduce the UK’s favourite peaty whisky to a host of new consumers and forms part of the biggest investment put behind the brand. With Laphroaig dividing opinions since 1815, the campaign is the latest to invite people to discuss and share their opinions of the whisky and its unique flavour.
#OpinionsWelcome content will form a key part of the partnership, with bespoke idents being shown on-screen ahead of Picturehouse members screenings. Alongside this, Laphroaig will be sampled with the thousands of passionate cinema-goers who visit the 25 Picturehouse venues across the UK, allowing them to enjoy a peaty dram in the cinema environment.
Visitors will be encouraged to leave their own opinion of this award winning and much-loved whisky, to feed into the ever-growing bank of unusual and poetic opinions of Laphroaig. Previous opinions include “the perfect gift for someone you love or hate… or haven’t made your mind up about” and “smells like medicine. Tastes like soil. My whisky of choice”.
Alongside sampling, a number of on-screen branded advertisements in 60 and 30 second formats will run across Picturehouse, Everyman and Curzon sites prior to feature length films. A bespoke launch film will air during the partnership both at member and public screenings, during which friends try Laphroaig for the first time and compare their opinions – whether positive or negative.
With Laphroaig listed across all Picturehouse venues, bar staff will receive expert training in all things Laphroaig, enabling them to create the perfect cocktail for consumers including smoky twists on classics with a Popcorn Old Fashioned and Laphroaig and ginger. Training will also enable bar staff to educate guests on this famously unique liquid.
Nick Ganich, Head of Beam Suntory Brands at Edrington-Beam Suntory UK said, “Partnering with Picturehouse Cinemas is a fantastic opportunity for Laphroaig as it gives us the chance to put our much-loved but divisive whisky into the glasses of new consumers, encouraging them to share their unique thoughts. Cinema always stokes healthy debate, so it felt the ideal match to include Laphroaig, which instils similarly strong but divided opinion. Luckily, we welcome them all and we can’t wait to hear what people think.”
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There will also be brand inclusion within Picturehouse newsletters and the printed magazine. Additionally, digital panel support and members content will showcase the partnership on-site.
The partnership between Laphroaig and Picturehouse Cinemas will start in June 2019 and continue throughout the year.
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