Creative agency Space is supporting William Grant & Sons Scotch Whisky brand Monkey Shoulder with a series of social media initiatives to support the global on-trade community during the Covid-19 pandemic.
The first initiative, “Monkey Kitchen Cocktails”, challenges bartenders to create Monkey Shoulder cocktails using ingredients at their disposal at home, filming their attempts and then submitting them to the brand ambassador team. Entries are judged based on creativity, originality and recipe, with weekly winners receiving £100 (or equivalent in their local currency). Once chosen, each winner’s video is edited and branded, then featured on the Monkey Shoulder Global Instagram page via Stories. At the end of each week, winner’s recipes were featured in a carousel posted on the Global channel to inspire consumers to get creative with their cocktails at the weekend. Space created the Monkey Kitchen Cocktails visual world and identity, communications and handled community management for the duration of the activity.
The second activation, “Monkey Mixes”, is the result of a partnership between Monkey Shoulder, Joe Petch (Global Brand Ambassador for Monkey Shoulder), Mixcloud and a number of top DJs to hero a new DJ mix every week during lockdown, hosted through Mixcloud. Monkey Mixes is delivered through the Monkey Shoulder Global Instagram channel and Monkey Shoulder website, supported by Social content featuring a different DJ and their mix each week. The first mix drops in June and new mixes will appear until the end of July. Space is responsible for the creative delivery of the project as well as the community management.
Sean Kelly, Associate Director at Space, commented: “Monkey Shoulder has long been a favourite of bartenders as one of the world’s top trending Scotch Whiskies. It’s been an honour working with the Monkey Shoulder team to support the bartender community during this challenging time for the industry.”