Every marketer will tell you that authenticity is the way to consumers' hearts these days, but not everyone is brave enough to try it.
But it's a strategy Laphroaig Whisky is determined to pursue, starting with its ad last year that featured an insanely long filibuster full of people's real opinions. Now it's so-called #OpinionsWelcome campaign returns with a shorter spot which documents real-life pairs of friends sampling the whisky for the first time and saying exactly what they think about it. In a neat touch, not all of them are whisky fans either.
The clips are totally unscripted, and contain some classic lines: one woman describes it as "aged with a yoga mat" while her friend retorts: "it's not as bad as you make it out to be." Others cough, splutter, stumble over its name and describe it as "experimental jazz" and a "bend in time." Another asks, "Why does it make me so sweaty?"
The film, by agency White Label, cleverly taps into a truth about Scotch whisky; it's a pretty polarizing drink. (U.K. food brand Marmite has been using this idea to its advantage for years.) If you are a whisky fan, however, this is a fresh approach that just might make you remember the brand with the unpronounceable Scottish name.