Whisky brand Monkey Shoulder has utilised £250,000 worth of outdoor media space, won as part of OCEAN’s Crucial Creative Competition, to get people back into local bars and pubs (all adhering to Government guidance, of course).
Named ‘World’s Top Trending Scotch’ for five years’ running, as well as ‘World’s Best-Selling Scotch’ by the Drinks International, Monkey Shoulder continues to go from strength to strength, growing 20% ahead of whisky category (performance to end 2019*). A brand that is as versatile as the liquid itself, never bound by convention, Monkey Shoulder is made to mix things up and create great cocktails.
The winning campaign, ‘The New Rules for Mixing’, produced by agency Tommy, is a playful take on the brand’s ‘made for mixing’ tagline; using Monkey Shoulder’s cheeky tone and distinctive branding style to bring to life the social distancing measures in a fun and memorable way.
‘The New Rules of Mixing’ campaign saw on-screen-advertisements displayed in Manchester and Birmingham, as well as across social channels. Then, to create a hyper-localised campaign that will benefit the hospitality industry in major UK Cities, Monkey Shoulder invested in 10 bar partners across eight cities, each of which are independent operators who’ve been impacted by the pandemic.
The non-bar-specific campaign billboards went live in London’s Hammersmith, Glasgow, Edinburgh, Birmingham and Manchester, ahead of bespoke adverts going live at the end of last week (24th September) in Birmingham, Manchester, Liverpool, Nottingham, Glasgow, Edinburgh, Newcastle and Leeds.
The regional campaign sees each partnered bar having their bespoke ad displayed locally, with a unique visual highlighting a different socially-distanced rule. The rules include reminding patrons to: wash their hands, wear a mask, not to sing or shout, socially distance, and to give other customers space.
To further increase consumer footfall and entice people to visit their locals, Monkey Shoulder will be offering a free drink at all of the partnered bars – a call to action which will be highlighted across social media posts.
The ten partnered bars in the eight cities are:
● Glasgow’s The Amsterdam
● Liverpool’s Present Company
● Newcastle’s Mother Mercy
● Birmingham’s Theatrix
● Nottingham’s Brass Monkey
● Leeds’ Watermark Bar
In recent months Monkey Shoulder and its parent company William Grant & Sons have raised much needed funds for the hospitality industry via its #STANDFAST Campaign and, most recently, the #STANDFAST Charity Auction, which generated more than £100,000 for charities The Drinks Trust and The BEN, Scotland.
Source: Ocean Outdoor