Building Cultural Relevance Through Gifting

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.

Value Added Promotional Packaging

In-Store POS

In-Situ Display Mock-Up

Social Media Marketing

Internal Communications

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