Laphroaig scooped top prize in the drinks category at last week’s Marketing Society Star Awards for the execution of its 2019/20 Opinions Welcome campaign.
Despite Covid restrictions, the event itself was brilliantly executed via Zoom where guests tuned in to see BBC’s Andrew Cotter present the awards.
Laphroaig fended off tough competition from Edinburgh Gin, Caorunn and fellow single malt Jura to claim the gold medal. Laphroaig’s winning Opinions Welcome campaign included a six-month partnership with Picturehouse Cinemas, scale on trade sampling and the first ever UK tour for the Laphroaig Choir across four key cities.
To cap a successful evening, Laphroaig’s strategic agency WLG – recently relaunched as Warp & Woof – also picked up the Chairman’s Award for first time entrant for their work on the campaign development.
Mike MacKenzie, brand manager for Laphroaig at Edrington-Beam Suntory UK, said: "Our campaign set out to showcase Laphroaig’s distinctive personality and we’re very proud that it has been recognised as best in class by our industry."