Sometimes the impact of announcing change without the usual razzmatazz is more lasting. Not only were the core team taken aback by the multiple surprises the mailer held, but the levels of revelation intrigued them to go through every aspect in detail. And the piece de resistance - the miniature Chivas 12 bottle pen drive, became as coveted as the new Chivas 12 bottle. Not only did the mailer become a global best practice but 60 more of the miniature Chivas pen drives bottles in the miniature cartons were ordered on request from the press and trade.