Project: Laphroaig & Lucy Liu
Client: Beam Suntory
Expertise: Brand Activation, Strategy & Packaging
The Art Of War & Tea: Doubling sales by creating something unexpected for one of Melbourne’s hottest venues.
Cocktails in jars, watering cans and petrol canisters. If it pours, someone’s put a cocktail in it. Which made life interesting when trying to create a bespoke serving ritual for Laphroaig and one of our favourite Melbournian restaurants, Lucy Liu.
Anyone who knows their single malts knows Laphroaig tastes like a big slap in the face. It's a whisky that divides opinions around the world. So creating something that not only slipped under the marketing radar and connected with people in an entertaining way but also celebrated 'divided opinions' was key. Knowing Lucy Liu’s had a buzzy, stylish yet fun street vibe, we also needed to compliment the bar’s personality. Cue our ‘Tea For Two’ Teapots. Marrying the best of Islay with Chinese tradition, we created a playful double spouted teapot that’s ‘Made of China & Laphroaig’.
Hand crafted by renowned Australian ceramicist, Ingrid Tufts, the teapots pour beautifully adding to the already theatric occasion. In addition, brand awareness has increased ten fold. Next time you're in Melbourne, pop along to Lucy Liu’s and try a tea or two.
Brand strategy, creative strategy, creative direction, art direction, activation, packaging, project management, production management & execution.