Scotch whisky distillery Laphroaig and agency White Label UK are bringing the brand’s own Scottish choir to the U.S. for the first time as part of a multi-city holiday tour.
The Laphroaig Choir concept started as a thank-you message to celebrate the individuals who shared their opinions via the #OpinionsWelcome platform.
To raise the brand's awareness in one of its largest markets, classically trained singers are visiting cities including Miami, New York, Dallas and Chicago throughout December to belt out holiday carols with lyrics inspired by fan opinions. This long-running campaign turns oftentimes negative feedback into advertising copy. The events also feature tasting booths for those over 21.
A brand spokesperson says in each city the activation has seen individuals drive three to five hours simply to hear the Laphroaig Choir perform. "This has been a great opportunity to drive first-time trial by being live during a key Scotch consumption and purchase period," says a White Label UK spokesperson. "The response has been grand for friends and new individuals who are requesting to have their bottles signed and a record from the choir." She adds that holiday carols are best delivered in person.
Also, there’s media buy on YouTube to raise awareness for these events.