Monkey Shoulder: The Serious Business of Monkeying Around

Monkey Shoulder, a whisky brand, increased brand preference among consumers and bartenders globally by breaking the rules of not mixing whisky and launching activations that put whisky into cocktails.

Introduction

We, ACA Live, started working with Monkey Shoulder in August 2009, just A years after the brand was born. The brief was straightforward – deliver clear and consistent messaging and appeal to a wide range of people – non-Scotch drinkers, new drinkers and Monkey Shoulder fans alike. But over and above that it was our job to champion the brand and its pillars, bringing to life the world of Monkey Shoulder and establishing its personality for our audience.

Monkey Shoulder's pillars

THE PRODUCT

MIXABILITY

WORLD PERSONALITY

BRAND AMBASSADORS

With those tools in mind, we developed marketing tools tailored to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands