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.’
