JFK Terminal 4 is
currently host to the first ever large-scale Monkey Shoulder activation in US
travel retail. The ‘Monkey Mixer’ is running in partnership with DFS Group, the
world’s leading travel retailer - with smaller versions also taking place in
LAX and SFO.
The activation -
originally just running throughout May and June but now extended throughout
July and August due to the highly successful results - is supported by GWP
promos in all three locations: Buy 2 bottles of Monkey Shoulder and receive a
free tote bag. JFK takes the promo one step further, however, with an
out-of-lease-line tasting activation.
The bright orange cement
mixer display is disruptive and memorable – running 4 evenings per week during
peak hours for departing international passengers (notably flights to Europe) –
and perfectly coincides with the idea that Monkey Shoulder is 100% malt whisky
that’s ‘made for mixing.’ The activations focus on allowing passengers to enjoy
two hero serves, the OMG (Orange/Monkey/Ginger) and the Lazy Old Fashioned –
delicious serves that can easily be recreated at home. The activation is helped
by an excellent promotor who has been handing out postcards featuring the OMG serve
and drawing in travellers to give them a taste. The serve is also highlighted
on the large graphic backdrop behind the tasting area.
Says Richard Bush,
Regional Marketing Manager of William Grant & Sons: “The activation has so
far proved very popular with travellers in all three locations. We’ve had an
overwhelmingly positive response and I’d say that Monkey Shoulder has
definitely garnered some new fans. It really is a testament to the overall
effectiveness of activations – definitely a worthwhile venture!”
“DFS is proud to
partner with William Grant & Sons on the engaging Monkey Shoulder promotion.
We look forward to offering our traveling customers at DFS access to this product
and dynamic experience,” said Brooke Supernaw, DFS Group Senior Vice President
Spirits, Wines, Tobacco, Food and Gifts.
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