Monkey Shoulder, the William Grant & Sons owned maker of whisky “made for mixing”, is announcing it has selected Fallon as global and US creative agency of record.
As alcohol sales peaked in 2020, with global whisky revenues anticipated to reach USD $96B, Fallon will help Monkey Shoulder capitalize on the massive growth opportunity in-market.
The creative focus in 2021 will be to bring an enhanced approach to the brand’s digital communications, engaging its broad audience of current and prospective customers in a culturally relevant and unique way. The mandate, above all costs, is to avoid the temptation of defaulting to more mainstream behavior.
“Monkey Shoulder has achieved incredible growth and success since launching globally in 2010,” said Lisa Fitzsimons, Associate Global Brand Director, Monkey Shoulder. “And as we’ve continued to grow, we’re now at a pivotal moment to rapidly scale the business as consumers spend more time drinking at home – and as bars and restaurants begin to re-open. Due to these rapidly changing macro-societial issues, competition will become fierce, and we are thrilled to have Fallon as our partner to breakthrough with unique creative.”
As the only US agency invited to the pitch for its proven reputation, Fallon is no stranger to partnering with brands on breakthrough creative campaigns for clients like Arby’s, Comedy Central, Cooper Tires, Back Market, and Hotwire.
“We didn’t present one script in the pitch,” said Leslie Shaffer, co-chief creative officer at Fallon. “Our slides all started with ‘What if…?’ and there was actual, unmuted Zoom laughter. We can’t wait to make stuff with Monkey Shoulder.”