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To say Laphroaig is a challenging drink would be an understatement.
It’s been described as:
“like licking a sweaty jockstrap,
a sideways kick from a sea-soaked donkey…
a shipwreck in a medicine cabinet,
a taste that goes straight to the bone.”

And that’s by the people who love it.
Laphroaig is divisive. “An acquired taste”.

We leveraged one of the brand’s greatest assets, The Friends of Laphroaig, to create Our ‘UNPHORGETTABLE’ campaign. Taking their real ‘words of appreciation’ and creating visual representations that are as unique as the descriptions themselves.

Championing Laphroaig’s boldness of character, each Illustration characterises our quotes; for example, flaming tornado—flaming illustrative style. Ocean-based quote—water-based illustration, angels fresh from a bonfire—smoky illustration etc. Each expresses the notion that each drinker’s experiences are different. And deeply personal.

While our ‘Unphorgettable’ sign off puts the PH of Laphroaig into the very heart of the thing we want people to take out. This isn’t about things you never forget… it’s about reasons you never forget Laphroaig.