TASTES LIKE WTF?1?

05 Jun 2014 By David Fuhrmann-Lim

Laphroaig’s new campaign culls the opinions of tasters in a blind session, and the unscripted responses range from delight to disgust. Yup, Laphroaig will do that to you…

Like Dave Chappelle‘s jokes, we know this robust single malt from Islay evokes many divisive opinions. You either love it or loathe it, there’s nary a middle ground, although we’re partial to this one:

“You know the only time racism is really good for black people? Terrorism. Terrorism — never take black hostages. You know it’s true. You know why they don’t take black hostages, don’t you? ‘Cause we’re bad bargaining chips. They call the White House, ‘Hello! We have got five black people, and we will kill them, too! Hello? Hello?'”

So back to the campaign. Great set-up and posters, but you gotta ‘get’ Laphroaig to get it. Our honest unscripted opinion? It’s smells like the annual haze, and as it condenses into peaty raindrops it singes a spear of eagles before landing into a barrel made of cigar leaves.

Read it at Adweek.