Monkey Shoulder Whiskey

Client: Monkey Shoulder Whiskey

Campaign: Painting the city Orange with Monkey Shoulder Whiskey

Organisation: Hans Just

Role: Brand Manager

Year: 2025

Objective: Monkey Shoulder, an upcoming whiskey brand, was to be introduced to the Danish market with a clear focus on urban consumers. The aim was to create awareness, build brand personality and engage directly with young, social city dwellers through fun, high-energy brand experiences.

Solution & Results: To launch Monkey Shoulder in Denmark, we created the summer campaign Paint the City Orange, focusing on Copenhagen as the brand’s urban playground. The campaign combined on-trade, off-trade, digital and event activations to maximize reach and engagement:

We made a series of Orange Parties at Copenhagen’s most relevant urban clubs, featuring DJ John Vincent and friends, building momentum towards the main activation at Distortion. At Distortion Street, Monkey Shoulder hosted a branded bar with DJs, creating a vibrant and playful space for thousands of festival-goers. The campaign continued at Distortion Festival on Refshaleøen, where we activated with another bar and engaging brand experiences.

In Off-trade we Creative in-store displays, merchandise and competitions gave consumers the chance to win tickets for Distortion Festival while ensuring visibility at point of purchase.

A targeted social media campaign amplified the activations, driving traffic to the Orange Parties and Distortion presence. With Copenhagen as the campaign hub, we ensured strong engagement, high reach and a direct emotional connection with the young urban audience.