In what was a challenging 2020 for the bar industry in China, Peddlers wanted to launch their new bottle by doing something unexpected and uplifting for the community that helped them grow as the country’s first craft gin. Alongside Peddlers & OMSE, we were asked to collaborate with the ideation & physical idea/model of the activation pack.
Prior to releasing the boxes, Peddlers sent hundreds of bartenders a branded antique key in a wax-sealed envelope stamped with a Peddlers logo, and no other explanation. This created intrigue and buzz across social media and via word of mouth as bartenders tried to guess what the key might open.
A week later, Peddlers sent a limited-edition mahjong box with the new bottle smuggled inside in a secret compartment. The key unlocked the box but the secret compartment could only be opened when completing the game of Peddlers Mahjong. This required the bartender to move the correct tiles into place with the final piece clicking to create a handle, which revealed the bottle via a trap door.