Butterfly Cannon makes a splash with their wellie boot-inspired campaign for Laphroaig Scotch Whisky Marketing Communication News [Video]

Laphroaig wanted to bring more story-telling to their gifting strategy and disrupt the somewhat stuffy Scotch category, to engage & recruit new drinkers who hadn’t previously considered Islay single malts as a gift.

Kicking off the project, we set out on a trip to Islay for a wander through Laphroaig’s history and provenance. Exploring the distillery, we were struck by the neat line of green wellies in the boot room of the visitor centre. These are reserved for the ‘Friends of Laphroaig’ – the brand’s community of Laphroaig lovers, who upon joining, can claim their own piece of Islay land and are loaned a pair of wellies when they head out to find their plot. These iconic green wellies are an overt symbol of Laphroaig’s connection with their land and became our playful inspiration.

How to turn a pair of green wellington boots into an ownable and giftable piece of packaging …