Laphroaig, the whisky brand owned by Beam Suntory, has approached creative agencies about a digital customer relationship marketing brief.

The brief has been sent to agencies but no pitches have yet taken place. Creativebrief is helping with the agency search.

The process does not affect White Label, Laphroaig’s global creative agency. The shop’s work for the brand over the past two years has focused on the whisky’s divisive taste.

For a 2015 campaign called "#BigOpinions", Laphroaig projected Tweets about its product (such as "Tastes like Poseidon’s taint") on to its distillery wall and then sent the image to the Tweeter, encouraging them to share it further online.

Laphroaig did not respond to Campaign’s requests for comment.