Monkey Shoulder
Challenge
Whisky lives in contemplative sipping occasions. Monkey Shoulder needed to win somewhere else entirely; The social, high-energy nights where drinks flow fast and brands fade into the background.
Insight
Occasions create demand, not categories. The party moment has its own rules: speed matters, mixing is expected, and the right vibe unlocks volume.
The output
'GIVE YOUR NIGHT A FRESH MIX' claimed the party space as Monkey Shoulder territory. We built a global activation toolkit designed to show up where the occasion lives:
- Boombox sampling backpacks that turned bartenders into brand ambassadors
- AR menus that made ordering part of the experience
- Strategic digital screens in venues and retail to intercept the "what are we drinking?" moment
Every touchpoint reinforced one truth: when the night needs energy, Monkey Shoulder delivers.
Working with the team at Quantum on our Monkey Shoulder shopper programme & toolkit was a highlight this year. The ideation from the team and collaborative way of working, resulted in a truly impactful programme with strong visuals and disruptive activation ideas. All our markets love the clear and easy to follow toolkit, calling it out as best in class, and have executed the programme around the world with fantastic results!
Tori Haller
Global Customer Marketing Director
