NEWS: Whisky win for Leadbetter

Allied Domecq is investing in a PR campaign to give consumers a taste of its ‘distinctive’ malt whisky Laphroaig.

Allied Domecq is investing in a PR campaign to give consumers a taste of

its ‘distinctive’ malt whisky Laphroaig.



Leadbetter Inc. PR will execute the 12-month programme after winning the

contract in a three-way pitch.



The campaign is designed to back Laphroaig’s advertising drive ‘No half

measures’ which claims drinkers will either love or hate the taste.



Leadbetter is planning to target 25-plus AB ‘city types’, via nosing and

tasting sessions and competitions in the lifestyle and sporting press.



It is also aiming to secure tie- ups with key social events in the run

up to Christmas, when around half of all whisky sales are made

(Datamonitor).



‘Our mission is to predominately infiltrate AB male circles and ensure

they take up the challenge and at least try it,’ said agency managing

director Louise Leadbetter.



Leadbetter’s second target group is ‘father figures’ aged over 45. Its

brief is to encourge mature drinkers to put Laphroaig back on their

drink shopping list.



Tom Ray, Laphroaig director of marketing said: ‘Laph-roaig is the

fastest growing malt in the UK - a relatively subtle campaign is

required to tap into this discerning end of the whisky market.’



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in