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
With those tools in mind, we developed marketing tools tailored to target channels and to roll those out into local markets, tapping into local audiences of premium spirit drinkers.