La Martiniquaise-owned blended Scotch whisky brand Label 5 has launched a new international marketing campaign that celebrates ‘group power’, called The Power of 5.The launch marks the first time that Label 5 has created a marketing campaign specifically for the international market, outside of France. The Power of 5 is described as an evolution of Label 5’s City Lights campaign. “The goal was to go deeper into the campaign,” commented Nadège Perrot, international senior brand manager for Label 5. Unveiled at the TFWA World Exhibition & Conference last week, the campaign will run digitally and through print marketing. “Label 5 brings together a worldwide community around its new claim, The Power of 5, where we celebrate togetherness in a real and spontaneous way,” continued Perrot. La Martiniquaise plans to run The Power of 5 campaign “for a long period” but “allow it to evolve”. A “massive digital campaign” will take place across social networks next month to launch The Power of 5. In February this year, Label 5 launched digital activation that allowed consumers to share a virtual drink with other people across the globe.