Hendrick’s Gin invites
curious individuals to celebrate World Cucumber Day with a slice of the unusual
This Spring has seen the kick off of the second Hendrick’s Gin Global
Travel Retail World Cucumber Day campaign, which culminates on June 14 with the
celebration of this signature garnish. World Cucumber Day is an annual celebration,
which sees the unusual gin maker hero
the remarkable fruit by adding delightful peculiarity to everyday universal
things to inspire people to cultivate and embrace their unusual side.
In GTR Hendrick’s
has created its own travelling ‘Cucumber Curiositarium’ which includes a selection
of individual yet curious cucumber specimens ‘uncovered by expert cucumber
catchers’ that are presented in display jars for travellers to marvel at in
airports around the world. These include ‘The World’s Most Adored Cucumber
(Specimen No 1) Behold true cucumber beauty before your very eyes’, ‘The Invisible Cucumber (Specimen No 3) What can we say dear friends, he was in here, honestly. I
say, perhaps he still is?’, ‘The Sea Cucumber (Specimen No 4) There is a cucumber in this tank. Can you see her? Yes
there she is, that’s her!’ and the ‘Explorer Cucumber
(Specimen No 6) Hidden deep in
the jungle, this courageous specimen loves discovering new species of odd and
unusual creatures.’
In addition, localised Curiositarium’s have been created for specific
airports, such ‘The Dam Cucumber (Specimen No 7) Indigenous to Amsterdam, this
shy little fellow is rarely seen outdoors apart from when he’s fulfilling his
passion for cycling his peculiar penny farthing through the cobbled lanes’ for
Amsterdam Schiphol, and ‘The Tubular Cucumber (Specimen No 9) This epic
antipodean gets amped just thinking about dropping into a frothing’ glass of
Hendrick’s and tonic’ for Melbourne and Sydney.
“Our World
Cucumber Day mission is to invite consumers into the Hendrick’s brand world and
to reaffirm ownership of the signature cucumber serve,” explains brand owner
William Grant & Sons GTR head of marketing Ifan Jenkins. “We want to disrupt passengers as they travel
through the airports and brighten up their day with some unexpected fun
moments.
“Our primary
targets for this campaign are curious consumers who delight in the
unusual. We are also expecting to
recruit new consumers at scale and engage a broader audience with our unique
brand world and exquisite liquid.”
This year’s
campaign started at Amsterdam Schiphol during March and in the weeks leading up
to ‘the big day’ on June 14 sees activations with retailers at key airports
around the world including Auckland, Melbourne and Perth, Changi, Barcelona and
Madrid, London
Gatwick, Dubai,
Frankfurt & Hamburg, Taoyuan, and Brussels. In addition, curious cucumbers
will take a cruise on three Carnival ships with Heinemann in May and June.
Activation
mechanics will vary by airport location, but will include a number of unusual
and peculiar GWP items such as specially designed Curiositarium carry cases,
fans, playing cards and neck tags.
Last year’s first
World Cucumber Day campaign ran in 37 airports, reaching 70 million passengers
in 10 weeks. “This year we are activating in more airports with greater scale
than before,” continues Ifan Jenkins. “The travel retail channel is a global
stage for building brand equity and activations such as this are the perfect
way to both create personality for William Grant’s disruptive brands such as
Hendrick’s and engage directly with passengers through unique retail
experiences. We anticipate that this year’s World Cucumber Day campaign will be
even more successful than last year, both for us and our retail partners. Along
with tailored cucumber specimens for specific airport locations, we also have a
dedicated microsite this year to further delight, entertain and inform our
curious consumers.”
#Hendrick’sGin
#WorldCucumberDay
Hendrick’s Gin has
always held the cucumber in the highest regard.
The spirit’s unusual distillation process includes an infusion of rose
and cucumber, which yields an extraordinarily smooth gin that is a rare union
of lightness and complexity. Not only
that, but there is simply no better way to cap off a Hendrick’s cocktail than
with a little green garnish cut from the same fruit that gives Hendrick’s its
pleasingly unusual flavour.
Revelry is taking place across the world once more. For further
information please visit www.hendricksgin.com.
ABOUT WORLD CUCUMBER DAY
Hendrick’s Gin is uniquely infused with
rose and cucumber, and best served with a slice of cucumber, therefore the
unusual gin maker holds this cylindrical being in the highest regard. What
better way to rejoice in its wonder than by celebrating its own momentous day?
World Cucumber Day is an annual celebration
on June 14, which sees the unusual gin maker hero the remarkable fruit by adding
delightful peculiarity to everyday universal things to inspire people to
cultivate and embrace their unusual side.
Curious-minded individuals observe the day
every year with surreal experiences, events, opportunities and, of course, a
refreshing Hendrick’s & Tonic, garnished with cucumber.
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®
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