Overview

While most whisky brands frown upon the idea of mixing their liquids into cocktails, Monkey Shoulder is quite different. It is a whisky born to challenge convention and change the way people think about and drink scotch. To put Monkey Shoulder at the forefront of a cocktail revolution, Monkey Shoulder was created with the credentials of a great malt whisky, the versatility of a legendary cocktail base, and an approachable flavor to delight non-scotch drinkers and whisky experts alike.

Monkey Shoulder is all about providing levity, light relief and fun. With Monkey Shoulder on the shelves in 7-11 outlets in Thailand, the #MakeItMonkey campaign reinvented the dull & ordinary to remind consumers that life doesn’t always have to be so conventional as it’s now easier for the young at heart to bring the parties home.

Campaign date: November 10, 2021

Execution

With Monkey Shoulder available in 7-11 outlets in Thailand, it’s now easier for the young at heart to bring the parties home and #MakeItMonkey. To place the liquid in those high-energy gatherings at home, we engaged 5 KOLs (Joseph, Game, Peiipeii, Binko, and Top LaxyRoxy) to co-create a series of social media posts.

To navigate local alcohol marketing regulations, we had to get creative in our execution and developed the theme of 7-11 Secrets.

• CTA: Instead of calling on consumers to head out to 7-11 to grab a bottle of Monkey Shoulder, we had KOLs spill their 7-11 secrets. From party snacks to a wide variety of mixers and of course, Monkey Shoulder, which makes for the most versatile cocktail base - we sent the message that 7-11 has all you need to throw the most playful house parties.

• Visual Execution: Because we couldn’t showcase the Monkey Shoulder bottle, we worked with WG&S to provide KOLs with branded merch to place ourselves in those high energy occasions at home.