Premium whisky brand The Glenlivet has released its latest limited edition, Code, without tasting notes.
The limited edition challenges consumers into guessing the secret tasting notes, with a trip to an exclusive experience at The Glenlivet’s distillery in Scotland as the prize. Code’s launch is accompanied by an online game developed by digital agency Zone, accessed by scanning the packaging in the Shazam app.
The creative concept, name and packaging were conceived by lead designers Olly St John and Kirsty Whittaker at NB Studio, briefed to build on the success of last year’s ‘Cipher’ limited edition, which drew on the history of British code-breakers for inspiration.
Campaign photography by Paul Zak features secret dossiers, micro-dot tape and various other accessories to reinforce the code-breaking theme further.
Astrid Casali, senior global brand manager at Chivas Brothers, owners of The Glenlivet, said: “I was thrilled with the beautiful work NB produced for Code, a whisky that pushes the boundaries of what is expected from The Glenlivet. As the third release of the mystery edition from The Glenlivet after Alpha and Cipher, Code challenges consumers to unlock the taste via an interactive experience through Shazam. Code has been an exciting project and a great collaboration.”
Alan Dye, creative director and owner at NB, commented: “Code is a courageous limited edition with a mystery narrative, a whisky that’s been made possible by the depth of our partnership with The Glenlivet. At NB, we believe ordinary is dull, and Code’s sell-out success shows that consumers and whisky connoisseurs agree.”
In its launch week, Code recorded a 250% increase in uptake compared to Cipher and has been Selfridge’s biggest selling item over the period.