Iconic Islay distillery Laphroaig has launched a new global campaign, “Unphorgettable”. Designed to recruit new drinkers and reconnect with loyal fans, this campaign is rooted in the single malt whisky’s bold, distinctive taste and personality.

Once tasted, never forgotten, Laphroaig has used real drinkers’ own descriptions and created animations of ‘Taste Characters’. From an angel to a donkey, a pack of wolves to swirling waves, the four ‘Taste Characters’ have become the new, bold characterisation of Laphroaig.

Launching first in the U.K., France, Canada and Italy before rolling out to other countries in 2025, “Unphorgettable” will be supported by both Above the Line (ATL) and Below the Line (BTL) campaigns. The campaign will include a 20-second film to hero Unphorgettable experiences in the on-trade and during key gifting occasions. Laphroaig’s signature colour palette is instantly recognisable, with the bottle as the hero. The creative was developed by global brand design agency Design Bridge and Partners London, who recently redesigned the visual identity of the brand’s iconic whisky bottle.

“We know that every sip of Laphroaig is an unforgettable experience, so we asked over 250 members of our devoted whisky community, Friends of Laphroaig, to articulate their first sip in our ‘Opinions Welcome’ campaign. The ‘Unphorgettable’ campaign is a natural evolution and stands out within the whisky category through the authentic expression of real words from real fans describing the whisky they love in a way that is surprising, evocative and emotive. Creating a campaign as unique and unforgettable as Laphroaig itself.”

— Fleur Maguet, Laphroaig Global Brand Director at Suntory Global Spirits

“Unphorgettable is an exciting evolution in our five-year partnership with Laphroaig. It’s our first piece of creative that brings to life the intensely personal and immersive moment a drinker sips Laphroaig. It has a strong, some might say divisive, character, but what we’ve learned from our on-going relationship is that the beauty of Laphroaig is that it stirs something intensely personal in everyone. And we used that brand truth to create a campaign that uses the real words of real fans—the Friends of Laphroaig—to create visuals that are as distinctive as their words of appreciation.”

— Graeme Haig, Senior Creative Director, Design Bridge and Partners London
Laphroaig Unphorgettable invites drinkers to explore the intensity of its flavour profile, capture core memories and ensure every experience shared over a Laphroaig is truly lasting.