Monkey Shoulder and Drambuie appoint Space to global creative roles


William Grant & Sons has extended the global remit of creative agency Space to include its Monkey Shoulder and Drambuie brands.

London-based creative agency Space, which already works with William Grant & Sons on its Glenfiddich brand, the World’s Most Awarded Single Malt Scotch Whisky, has been handed creative duties on Monkey Shoulder, its iconic blended malt scotch, as it looks to capitalise upon the brand’s global popularity as the malt whisky made for mixing. The agency has been tasked with bringing to life the Monkey Shoulder brand platform, “cheeky reinvention of the dull and conventional”, with digital and social content and on-trade toolkits for use in local markets. Space will also be responsible for creating campaigns that focus upon hero serves to drive bartender advocacy and consumer appeal amongst a young at heart audience.    

For Drambuie, the whisky liqueur acquired by William Grant & Sons in 2014, the agency has been briefed to make the drink more relevant to a new, younger audience. Capitalising upon the growing cocktail culture, its work will focus upon the versatility of the Drambuie liquid and promote its signature serve, the Drambuie Collins. A series of digital and social initiatives will be rolled out across key European markets starting in Greece with the campaign being extended to the UK in 2018.

A William Grant & Sons spokesperson commented: “We have carefully established a unique position for Monkey Shoulder and are now looking to extend its appeal to more drinkers in more markets as part of our ambitious growth plans. And, in Drambuie, we see huge potential in converting its latent awareness into positive reappraisal amongst a younger, cocktail drinking audience. We are delighted to be working with Space, who have already demonstrated their impact upon our business, and look forward to their creative support in making our brands even more culturally relevant”.

Jason Nicholas, Managing Partner at Space, added: “It is a great honour and privilege to be awarded creative duties for these two iconic drinks brands. We look forward to working with the William Grant & Sons global marketing teams in creating distinctive and disruptive communications that will resonate with drinkers worldwide”.   

The Monkey Shoulder and Drambuie appointments extend the relationship that already exists between William Grant & Sons and Space. The agency was responsible for creating a global TV ad in October 2016 to launch the Glennfiddich Experimental Series,  a range of new and innovative whisky experiences, which has contributed to Glenfiddich extending its global leadership of the single malt whisky category. Space has also been responsible for creating a virtual reality distillery tour for Glenfiddich, entitled 'Journey into the Mind of the Maltmaster' , which has already been activated in more than 70 international markets.  

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