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Beam Suntory readies UK push for Laphroaig - video

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Beam Suntory has launched a new UK advertising activation for its peated Islay single malt brand, Laphroaig. 

The company said yesterday that the campaign, called 'You'll Always Remember Your First Laphroaig', will roll out on 1 December. The push includes a 30-second TV ad and a 15-second social and digital media spot.

The campaign has been launched through Beam Suntory's UK distribution JV with Edrington, Edrington-Beam Suntory UK, and follows the 'Opinions Welcome' advertising campaign, which played on the idea that everyone has their own reaction to Laphroaig.

Nick Ganich, head of brands at Edrington-Beam Suntory UK, said: "The idea that Laphroaig isn't for everyone is what makes it such an iconic and inclusive brand. You may love or indeed dislike the taste, but what is certain is that drinking Laphroaig is a deeply personal experience that elicits great emotion and often debate amongst our customers and consumers."

The campaign will also feature on video-on-demand through Sky Go, ITV and All 4 and across both Instagram and Facebook. UK retail and e-commerce outlets will also feature Laphroaig's 'Opinions Welcome' gift packs in the lead-up to Christmas. 

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