Beam UK

Publicis Dialog built awareness of Laphroaig, a whiskey brand owned by Beam UK, through a recommendations-based campaign, winning a silver at the 2007 DMA Awards.

Beam UK

Publicis Dialog

CATEGORY

Consumer Direct Mail (Low Volume)

THE TEAM

Danny Kellard – Creative Director Andy McAdie – Creative Director Claudia Simms – Brand Director

WHAT IS WONDERFUL...?

We harnessed the power of recommendation via our loyal drinkers database to drive trial of Laphroaig. 15% of existing friends recommended 2.6 friends. 63% of recommended friends applied for miniatures. The number of friends rose 52% per day and web traffic rose by 39%.

OBJECTIVES

To drive awareness of Laphroaig and the Friends of Laphroaig (FoL) among target consumers, sample 4,000 new users with Laphroaig 10 Year Old...

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