From Ministry of CRM

How brands turn a pickle festival into a customer relationship.

Absolut Tabasco Australian launch photograph · published by Campaign Brief

Participation Absolut Tabasco turns Sydney Harbour heat into a reason to taste The mechanic

CRM SPOTLIGHT curates the best in CRM and data—from standout activations to experiences that bring people closer to brands. We explore the ideas behind them, how they work, and what they could inspire next.

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Discovery

Absolut Tabasco turns Sydney Harbour heat into a reason to taste

A volcano attracts attention at the Overseas Passenger Terminal. A nearby bar takeover gives the new vodka a place to be tried. The useful relationship lesson sits in the handover between those two moments.

AustraliaRead the case

Wild Turkey Sydney activation photograph · published by The Moodie Davitt Report

Relevance

Wild Turkey: a cocktail match that can leave the airport

An airport tasting bar adds a short cocktail quiz and a recommendation travellers can save. The CRM interest lies in making a brief product encounter useful again at home.

Sydney Airport T1 International

Find Your Inner Sleuth campaign artwork · Acorn TV / AMC

Participation

Acorn TV gives mystery fans a sleuth identity

A detective quiz made Acorn TV’s month of mysteries participatory. Public campaign materials explain the invitation; Braze’s conference case supplies the personalisation story and attributed engagement claims.

United States

Every campaign, broken down to its mechanic.

25cases and their mechanics
05themes, one customer lens
13honourable mentions
10+countries, from Ireland to Japan

The Radar

The latest 30 stories on one screen

Each point is a recent story, placed by theme and by when it was reported. The closer to the centre, the more recent. Hollow points are vendor case studies and guidance without a campaign date. Pick a theme to focus. On mobile, tap to preview, then tap again to read. The totals cover the full library.

Five themes, one customer lens

Participation

8 cases

Participation

Acorn TV gives mystery fans a sleuth identity

United States

Discovery

5 cases

Discovery

Absolut Tabasco turns Sydney Harbour heat into a reason to taste

Australia

Continuity

6 cases

Original September tasting kit product photograph

Continuity

Thy Whisky: online tasting set 2026

The kit came with a shared occasion and an alternative way to take part later.

Denmark, online for an international audience

Recognition

2 cases

Image published with the Club Premium invitation

Recognition

Club Premium: discover Maison Martell

An existing shareholder relationship opened a route into the brand’s history and hospitality.

France, Cognac

Relevance

4 cases

Relevance

Wild Turkey: a cocktail match that can leave the airport

An airport tasting bar adds a short cocktail quiz and a recommendation travellers can save. The CRM interest lies in making a brief product encounter useful again at home.

Sydney Airport T1 International

What the best cases share

The next action belongs inside the experience.

Participation
A clear invitation makes participation easy to understand.
Continuity
A useful continuation gives the original interest somewhere to go.
Relevance
A known preference gives the next response a reason to change.

Honourable mentions

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Send us campaigns with a clear customer mechanic. Your own work is welcome too. We read every submission and credit you if we cover it.

A public sourceA press release, article or campaign page we can link to.
The market and datesWhere and when it ran, even if roughly.
What the customer doesThe invitation, the reward, the reason to come back.

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Discovery

The Glenlivet Provence Edition: Le Café du Whisky

A café, a pastry collaboration and a signature serve supplied context for the new expression.

United States, New York launch · Announced 16 Sep 2026 · Debut scheduled 17 SepIssue 1 · September 2026

Provence Edition café and bakery launch image

The case

The Glenlivet’s US Provence Edition launch introduced Le Café du Whisky, with a New York debut scheduled for 17 September.

Frenchette Bakery’s Michelle Palazzo created a peach tart with whisky-infused vanilla custard for the collaboration.

A Provençal Spritz offered another way to explore the release, placing whisky within a café occasion.

The launch announced selected-market pop-ups and bookable experiences, with online recipes, local happenings and places to try.

The mechanic

The release opens food, recipe and experience routes

Provence Edition launch
Le Café du WhiskyPeach tart and Provençal Spritz with Frenchette Bakery; New York debut announced
Brand websiteRecipes, local happenings and places to try

Pop-ups and bookable experiences were announced; attendance and booking outcomes were not verified.

The observation

Food, a mixed serve and setting offer several approachable routes into product discovery.

Evidence and context

The café debut and wider experiences were announced plans. Attendance and booking outcomes were not verified.The announcement concerns a US activation and does not establish UK availability or ongoing CRM activity.

Sources

The Glenlivet release on BevNET: Provence EditionUS café, culinary collaboration, spritz and experience routes.
The Glenlivet release on GlobeNewswire: Provence EditionProduct and launch context; does not document the US café.

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Next case · DiscoveryThe Glenlivet: sensory discovery at Dubai Duty Free