Campaigns: Food and Drink - Laphroaig whisky acquires US flavour

Campaign: Distillery Live USA
Client: Beam Global and VPH
PR team: markettiers4dc
Timescale: September 2009
Budget: £30,000

Broadcast company markettiers4dc was enlisted to develop a campaign communicating the relationship between Laphroaig whisky and US bourbon whiskey Maker's Mark. Laphroaig is matured in barrels originally filled with Maker's Mark, which contributes to its flavour.

OBJECTIVES
- To introduce Laphroaig to Maker's Mark consumers
- To develop Laphroaig's penetration in the US
- To increase online sales of Laphroaig.

Strategy and plan

The team developed a production of a live and interactive web TV show from Kentucky called Distillery Live USA. The show featured distillery managers tasting the drinks alongside journalists, and a chef was commissioned to create dishes featuring Maker's Mark and Laphroaig.

An email campaign was carried out among Laphroaig and Maker's Mark fans. The show was also placed on specialist sites in the UK and US, and was streamed live into the Laphroaig Facebook group.

Measurement and evaluation

The show appeared on 16 UK and 11 US sites. More than 40,000 people have watched the show to date and it was picked up by two US TV stations.

Results

There was a 60 per cent increase in traffic to the Laphroaig website, and online sales of the whisky increased by 45 per cent.

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