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Single Malt Whisky brand, Laphroaig has partnered with Picturehouse Cinemas in a unique collaboration that will bring together the worlds of whisky and cinema.
This comes as part of a new articulation of Laphroaig’s award-winning ‘Opinions Welcome’ campaign and is part of a longer-term strategy for the brand. With Laphroaig dividing opinions since 1815, the campaign encourages people to discuss and share their opinions of the whisky and its unique flavor. #OpinionsWelcome content will form part of the partnership, with bespoke idents being shown on-screen ahead of Picturehouse members screenings.
A number of on-screen branded advertisements in 60 and 30 second formats will run prior to feature length films. A bespoke launch film will air during the partnership both at member and public screenings, during which friends try Laphroaig for the first time and compare their opinions.
With Laphroaig stocked across all Picturehouse venues as part of the partnership, bar staff will be trained in Laphroaig, enabling them to create the perfect cocktail for consumers and to educate guests on this famously unique liquid. Each visitor will be encouraged to leave their own opinion on this polarising liquid, to feed into the ever-growing bank of unusual and poetic opinions.
Nick Ganich, Head of Beam Suntory Brands at Edrington-Beam Suntory UK said, “Partnering with Picturehouse Cinemas is a fantastic opportunity for Laphroaig as it gives us the chance to put our much-loved but divisive whisky into the glasses of new consumers, encouraging them to share their unique thoughts. Cinema always stokes healthy debate, so it felt the ideal match to include Laphroaig, which instils similarly strong but divided opinion. Luckily, we welcome them all and we can’t wait to hear what people think.”
There will also be brand inclusion within Picturehouse newsletters and the printed magazine, as well as digital panel support and members content showcasing the partnership on-site.
The partnership between Laphroaig and Picturehouse Cinemas will start in June 2019 and continue throughout the year.
Laphroaig will also be running ‘Opinions Welcome’ copy across Everyman and Curzon screens.
Find our more about Laphroaig here.