The VIP members were from the top of the pyramid, and so the design element, instead of worrying about the gift's monetary value, focused on creating a memorable experience, using a two-stage delivery.

Stage I: Post VIP purchase, a royal blue box with a blue key was delivered to the target consumer, acting as an announcement for the arrival of a pleasant surprise from a friend. Only the key-holder could open the gift.

Stage II: The day after receiving the key, the VIP received a locked Johnnie Walker Blue. The stage-one key unlocked the VIP's future source of enjoyment.

The campaign managed to successfully capture the target VIP's attention and increase the level of interest in the product.