Roses are red
Cucumbers are green
A G&T without Hendrick’s
Is simply obscene
February saw William Grant & Sons run a Global Travel Retail campaign linked to Valentine’s Day to celebrate Hendrick’s and its odd infusion of rose and cucumber.
Engaging (and obviously peculiar) activations to celebrate Valentine’s Day ran in airports including Heathrow, Gatwick, Stansted, Barcelona, Changi, Madrid, Geneva, Colombo and Dubai, with passengers enjoying free roses, gift bags and a peculiar guide to romance.
In Changi, WGS dressed Hendrick’s bottles with neck collars while Brand Ambassadors handed out roses and ‘The Essence of Love’ pocket guides to those making a purchase.
In Geneva, an existing bar was Hendrick's branded with the messaging: ‘Cultivate love in a most peculiar way’. Customers purchasing a bottle received a free gift bag decorated with roses and repeating the brand message.
Colombo saw a Hendrick's rose themed archway on entrance and exit to the Flemingo departure store that really stood out when passengers reached the top of the escalator. ‘Essence of Love’ pocket guides were also handed out to shoppers.
Poetry from the ‘Essence of Love’ guide was recited by sales promoter Eileen to passengers travelling through Edinburgh, further bringing the curious activation to life.
Gift bags were available in selected locations including Heathrow, Gatwick, Barcelona, Madrid, Edinburgh, Glasgow, Stansted and Geneva, while sampling also took place in various locations in the week running up to ‘the big day’ as well as on February 14th. This included BA lounges from 14th-16th Feb in T5 First, T3 First and Concord.
“This is the first time that we have used Valentine’s day as a lever to promote Hendrick’s, but given its infusion of rose (and cucumber), it seems an obvious connection,” says WGS Head of Marketing GTR Ifan Jenkins. “We don’t have any sales data back as yet, but feedback from passengers was excellent – everyone loving the gift bags, roses and Essence of Love pocket guides. Our various retail partners involved in the activations were very supportive and helped us to create really meaningful and memorable experiences for consumers all over the world.”
The Valentine’s Day promotion comes ahead of the annual World Cucumber Day on June 14th, which sees Hendrick’s Gin hero the remarkable fruit by inspiring people the world over to cultivate and grow their personal cucumber. Watch this space for more details of how World Cucumber Day will be celebrated in Global Travel Retail.
For further information go to www.hendricksgin.com
ABOUT HENDRICK’S GIN
Hendrick’s Gin is a deliciously super premium gin, made with a number of unusual twists to deliver a most curious arrangement. Unlike ordinary gins, Hendrick’s Gin is distilled in Scotland, in small batches of only 500 litres at a time. Only Hendrick’s Gin is made with infusions of cucumber and rose petals, alongside a blend of 11 botanicals, producing a wonderfully refreshing gin with a delightfully floral aroma. Hendrick’s Gin is made in a combination of a Carter-Head and copper pot still, creating a divinely smooth gin with both character and balance of subtle flavours.
ABOUT WILLIAM GRANT & SONS
William Grant & Sons Holdings Ltd is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the global premium spirits company is owned by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s most awarded single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third largest blended Scotch, Grant’s®, as well as other iconic spirits brands such as Hendrick’s® Gin, Sailor Jerry®, Tullamore D.E.W.® Irish Whiskey, Monkey Shoulder® and Drambuie®