Monkey Shoulder Monkey Mixer (CASE STUDY)

Objective:

Monkey Shoulder Whisky wanted to find a creative way to expand its communications beyond bartenders to customers. The challenge was to create awareness and trial, while communicating the brand’s uniquely irreverent personality. It was crucial to create memorable experiences for both consumer and trade, to be known by name, and compete in an increasingly crowded spirit category. Not only did Monkey Shoulder want consumers to think to ask for their whisky by name, but they wanted to make sure that people associated it with versatility and mixed cocktails.

Approach:

To make this happen, Monkey Shoulder collaborated with Momentum Worldwide and Craftsmen Industries to transform a cement mixer into a giant cocktail maker called the Monkey Mixer, creating a brand-centric mobile party that would tour the country, giving out cocktails made with Monkey Shoulder Whisky. To make the tour even more of a party, the vehicle was accompanied by trained bartenders, as well as a DJ and sound system. As the Monkey Mixer made its way across the United States, the vehicle acted as a mobile billboard truck, as well as an excellent social media asset and PR tool.

Craftsmen Industries took great care to make the mixer as original and fun as possible, while still ensuring that it remained reminiscent of an actual cement mixer. We made the cocktail shaker element with a mix of aluminum and our unique foam and hard-coat process. We finished it with chrome graphics for authentic cocktail shaker appearance. The shaker was then installed to be motorized, so that it slowly rotates, mimicking an actual cement mixer. Other custom elements of the vehicle customization included a funnel on the rear of the mixer which dispenses their whisky from a tank system, as well as monkey wrench tap handles for a playful, branded touch. 

Result:

The tour made a huge impact on its guests and in the first year and the campaign garnered impressive results:

• 55-city tour in every major US market from February 2018 to December 2018
• 54,697 Miles Driven
• 876 Gallons of Monkey Shoulder Cocktails Served
• 112,634 Consumers Served
• 241,000,000 PR Impressions
• From a business perspective Monkey Shoulder grew at over 25% in 2018 in a Blended Scotch category that is declining by -2% and increased share.

The Monkey Mixer vehicle was so in demand that Monkey Shoulder reached out to us to build a second unit to hit the road in 2019.