The objective
As a heritage whisky name with a devoted fan base, Glenmorangie was looking for a fresh way to surprise and delight their most loyal customers.
In separate news… The brand had a large reserve of legacy stock they wanted to release, but it needed to feel like more than just a warehouse clearance exercise.
The answer? A beautiful mystery box.
Priced under £100, two bottles were chosen at random for each box, with the tantalising possibility of customers uncovering bottles worth up to £300.
Our approach
Having partnered with Glenmorangie on previous projects, IV Creative was the natural fit to bring this bold idea to life.
Our design team created a bespoke transit box and printed inserts to elevate the unboxing moment, making every delivery feel as premium and exciting as the whisky inside.
Alongside managing the back-end orders, our fulfilment and logistics teams optimised the flow of the warehouse to ensure the picking, packing, boxing and shipping process was smooth, despite the random SKU allocation required. Plus, our customer service agents handled the expected spike in customer enquiries with a smile.
Overall, from design to shipping to customer service, we handled the entire process end-to-end.
Project outcome
The results? Nothing short of spectacular.
The campaign launched at 10am, and by 2pm every single mystery box had sold out.
Within just 24 hours of the boxes selling out, every single order was packed, dispatched, and on its way to customers.
Glenmorangie were thrilled with the results. And customers were just as excited, with the connoisseurs celebrating the thrill of the unexpected.
For Glenmorangie, the project didn’t just move legacy stock. It sparked a sense of community, drove record-breaking sales and proved that even heritage brands can have fun with innovation.
