The Glenlivet – Year of the Ox Campaign
To support The Glenlivet’s expansion into the Chinese market, the project leveraged Lunar New Year—the most significant cultural festival—as a strategic brand touchpoint. The objective was twofold: create a culturally meaningful, premium gifting experience for consumers while educating internal teams on the symbolism and traditions behind the celebration. Through a Year of the Ox packaging system supported by in-store POS, social content, and internal cultural communications, the initiative strengthened brand relevance, enhanced retail presence, and ensured cultural authenticity was understood and respected across both external and internal audiences.
