Constructive criticism

Scotland – Whisky brand Laphroaig has created an ad campaign that celebrates both positive and negative feedback.

• The brand asked whisky fans to submit honest reviews of its product on Twitter, which were projected onto the wall of its distillery in Islay
• The tongue-in-cheek #OpinionsWelcome campaign encourages consumers to engage with the brand in a playful exchange

Laphroaig is playing on its reputation as a love-it-or-hate-it product by enabling consumers to express their opinions about it online. An accompanying campaign website features a tool that visitors can use to create a personalised opinion poster.

The wider campaign also features a 3.5-hour Laphroaig Filibuster ad in which US comedian Andy Daly reads out three years’ worth of consumer comments about the product.

Laphroaig is following in the footsteps of Lagavulin by using Frustration Marketing tactics to rile consumers with content that taps into the feeling of ennui.