June the 14th
sees the annual “World Cucumber Day” take place; a global campaign by William
Grant & Sons for Hendrick’s gin in celebration of the curious green fruit
and its remarkable virtues. Hendrick’s is oddly infused with rose and cucumber,
so this is the perfect opportunity for Hendrick’s to reaffirm its ownership of
the signature cucumber serve and make it globally famous by establishing a
unique, scalable, integrated campaign centred around World Cucumber Day.
Through the
campaign, new audiences are invited into the Hendrick’s brand world, while
offering existing fans a new opportunity to interact with the brand. Global
Travel Retail plays an important role in the campaign, with activations taking
place globally in the run up to the ‘big day’.
This year’s
campaign idea is ‘Cultivate the Unusual,’ which will transform the cucumber
into a metaphor for the unusual, while increasing awareness of Hendrick’s
unique serve. Based on using plant science, Hendrick’s is encouraging people to
take part in a World Cucumber Day experiment to grow and relate to a cucumber
(virtually on Facebook or in genuine soil), culminating in a very special
Hendrick’s & Tonic on World Cucumber Day.
In GTR, activations
will be taking place at a number of key airport locations including The Cloud
Bar in Changi Airport and London Stansted, offering travellers the chance to
enjoy the original Hendrick’s & Tonic. During the cocktail making process,
consumers are able to engage in the final stage of cultivation, preparing the
cucumber ready for joining with the signature serve, with the Hendrick’s Hand
Pump Slicer. The pump-like device pushes the cucumber through a series of blades
that results in slices of cucumber falling into the clear compartment below ready
to be added to the cocktail.
Supporting the
activation, promotional offers include either a free 50ml bottle with purchase
of one bottle of Hendrick’s or a tea cup candle with every purchase of two
bottles.
“For travel retail,
we will use iconic branding style, unusual furniture pieces, and striking
theatre pieces and props, including wheelbarrows and hothouses, to attract
consumers to the stand where they can then sample the product,” says Ed
Cottrell, William Grant & Sons’ Managing Director of Global Travel Retail.
The campaign
follows research by one of the world’s pre-eminent botanists, Graham Brown from
the University of Sydney, who has revealed cucumber plants are surprisingly
sensitive, respond to the most unexpected stimuli and are receptive to human
bonding. By applying a plethora of propagation techniques it’s possible to
develop a meaningful relationship with the humble green fruit, which affects
the cucumber’s growth, happiness and eventually its flavour.
This has inspired a
global experiment whereby green fingered enthusiasts will be encouraged to
imitate Mr Brown’s experiment. Cucumbers the world over will be tenderly
treated to music, spritzed with perfume and swaddled in luxury fabrics in
observance of World Cucumber Day.
Continues Cottrell:
“Running a World Cucumber Day campaign provides the opportunity for us to
demonstrate the curiously surreal personality of Hendrick’s and enable a wider
audience to connect and engage with the brand.”
Please visit
www. WorldCucumberDayExperiment.com for more information and share content
using #WorldCucumberDay
To find
out more about adopting your own virtual cucumber, follow this link - http://m.me/CucumberAdoptionService
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