Crown Royal introduced its new Single Malt with a bold unboxing built around destruction and discovery, and CNC designed a kit that required recipients to physically smash through a pane of glass using an engraved ice pick to reveal the bottle inside. The stunt echoed the “cut from the cold” positioning and was amplified with a PR moment in New York, turning the launch into a cinematic, highly shareable experience that stood out in the whiskey space.