As part of its #OpinionsWelcome campaign, which has been ongoing since 2015, Laphroaig launched an all-new app to help buyers create custom whisky labels to personalize bottles of the brand's decade-old Scotch whisky.
Some of the personal opinions that people have shared about the whiskey describe it as "A big peaty, slap on the face" and "Like the wings of a sweet angel torn off and torched in a peat pit." The labeling tool will only be available through trade and consumer events, but buyers are being encouraged to tweet a picture of their custom whisky label using the campaign hashtag.
With this campaign that features vivid descriptions that are shared on social media, Laphroaig has made a point to bring these bold opinions back into the offline world. For instance, when the campaign first launched, it projected consumer tweets on its distillery wall.
Customized Beer-Labeling Apps
Laphroaig’s App Lets Drinkers Create "Opinionated" Whisky Labels
Trend Themes
1. Customized Whisky Labeling - Opportunity to create personalized labels for whisky bottles, catering to consumers' desire for customization and unique experiences.
2. Opinionated Branding - Opportunity to engage consumers by encouraging them to share their bold opinions about the product on social media.
3. Offline Engagement - Opportunity to bridge the online and offline worlds by projecting consumer tweets on physical spaces like distillery walls.
Industry Implications
1. Beverage - Beverage industry can leverage customized labeling to appeal to consumers seeking personalized beverage experiences.
2. Marketing and Advertising - Marketing and advertising companies can capitalize on the trend of opinionated branding to create engaging campaigns.
3. Event Planning - Event planning industry can offer services to incorporate personalized labeling and social media sharing into trade and consumer events.