Laphroaig wanted to bring more story-telling to their gifting strategy and disrupt the somewhat stuffy Scotch category. Our wellie boot-inspired campaign was inspired by the brand’s community of Laphroaig lovers, the ‘Friends of Laphroaig’, who are loaned a pair of green wellies when they head out to find their own plot of Islay land.

Distilling down the most iconic features of the durable wellington, our Laphroaig boot pack was designed with reuse in mind. Whilst our ‘Give Them Some Wellie’ activations for off-trade, PR and digital communicate the giftable nature of the pack, its reusable nature and the brand’s characterful personality.