Driving Blum’s most ambitious UK launch campaign

When global furniture componentry giant Blum prepared to unveil MERIVOBOX, they turned to Cairn for their most ambitious UK through-the-line campaign yet.

The brief? Launch a groundbreaking modular drawer system without stealing the spotlight from two of their most successful products – TANDEMBOX and LEGRABOX.

As their previous new drawer box launched way back in 1993, the introduction of MERIVOBOX presented Blum with a rare opportunity to re-energise the entire portfolio, as well as showcasing the new product.

Via in-depth workshops and research across manufacturer, cabinet maker and distributor channels, Cairn uncovered clear insights into their needs, motivations and pain points. They also emphasised how embedded the tooling processes are, making a new solution an attractive but operationally complex proposition. These insights became the foundation for our campaign proposition: More than a Drawer.

From there, we built a flexible, multi-touchpoint creative platform that could speak fluently in Blum’s brand voice and authentically represent the world of its customers.

The result? A campaign with the substance and versatility to power a full multi-channel roll-out.

The plan was big and bold – a through-the-line campaign spanning owned, earned and paid channels. Striking CGI production put MERIVOBOX front and centre across social, email, and a sector-specific media schedule, while tactical out-of-home in seven key UK regions ensures the message lands with precision.

Launched in September 2025, the campaign is set to be a standout moment for Blum in the UK – and a strong showcase of Cairn’s creative and strategic firepower.