The campaign is the first direct mail activity for the brand for five years and encourages existing Laphroaig customers to forward on contact details of friends.
Being targeted are around 90,000 UK based customers who signed up to a previous campaign, called "Friends of Laphroaig", which offered a square foot of land on Islay, the Scottish island where the brand was created in 1815.
Around 25,000 "friends" are being initially asked via email asked to supply email addresses of up to three friends in return for entry into a prize draw to win a trip to Islay. New contacts will be sent a special Laphroaig presentation box, containing a 5cl miniature.
Drew Munro, UK marketing director at Beam Global Spirits & Wine, which acquired the brand from Pernod Ricard last year, said: "Our existing 'Friends of Laphroaig' are our most passionate ambassadors who are often almost evangelical about this famous Islay whisky. This promotion offers existing members the opportunity to share this passion with their own friends with our compliments."
Claudia Simms, Publicis Dialog UK brand navigator, said: "The campaign utilises the power of loyal consumer recommendation while maintaining a sense of surprise and discovery for the new members."
Publicis Dialog won the Beam Global Spirits & Wine account earlier this year.
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