Monkey Shoulder launches GTR campaign featuring a cement mixer

William Grant & Sons-owned Scotch brand Monkey Shoulder has launched its #makeitmonkey campaign in global travel retail, which focuses on mixability and music.

Monkey Shoulder is running its campaign in airports including London Gatwick, Colombo, Hong Kong, Singapore, Dubai, JFK and Heathrow for the rest of this month.

The promotion features a mini cement mixer and a new interactive feature which it has called the ‘dinky disco’. The machine plays light-hearted educational films based on a selection of whisky-based drinks consumers can re-create at home, while visitors can also play music from the interactive decks.

The bright orange cement mixer, a miniature version of the 11,000 litre model filled with a pre-mixed Monkey Shoulder cocktail which is currently touring the UK, reinforces the message that Monkey Shoulder is 100% malt whisky ‘made for mixing’, according to the brand.

Richard Bush, regional marketing manager of William Grant & Sons, said: “The activation has so far proved very popular with travellers in all three locations. We’ve had an overwhelmingly positive response and I’d say that Monkey Shoulder has definitely garnered some new fans.

“It really is a testament to the overall effectiveness of activations – definitely a worthwhile venture”.

At New York’s JFK airport, the whisky brand is also offering tasting opportunities for travellers four evenings a week, giving consumers the opportunity to sample two Monkey Shoulder signature serves: the OMG, which combines orange, Monkey Shoulder and ginger, and the Lazy Old Fashioned.

William Grant & Sons head of global travel retail marketing, Ifan Jenkins, added: “In GTR, we are now investing in large-scale activations across the world to engage with passengers and give them a chance to trial the hero serves. Given the ever increasing numbers of travellers, we are able to deliver huge reach for the brand using amazing and entertaining theatre. Monkey Shoulder has already proved itself a star performer in GTR and, as of May 2018 our retail sales (depletions) are +38% versus the previous year, which itself was a record year”.