The first reason we love Hendrick’s gin is the taste: a delicate premium gin with cucumber and rose flavours, which is why it is recommended to drink it with tonic and a slice of cucumber.
The second reason we love Hendrick’s gin is its brand universe. The brand has stood out from other gins with an odd, dandy-like communication made of curious vintage accessories (a tea cup to drink gin?!), drawings replacing the usual photos and eccentric marketing experiences. From its black apothecary-style bottle to its slogan (“A most unusual gin”), everything about Hendrick’s is quite unusual.
And the British brand’s last experiential campaign is no exception to the rule: Hendrick’s developed a cucumber-shaped dirigible to promote the brand across the USA.
This giant “Flying Cucumber” first set sail on April 13 in Los Angeles and will fly over many cities through August, including San Francisco, Austin, Dallas, Philadelphia, Boston, Chicago, Indianapolis, New York, New Jersey and South Florida.
The 130-foot-long and 44-foot-tall dirigible will stop in a few cities (last week in Houston) and lucky people may win a ride by snapping a photo and posting it on Twitter or Instagram using #HendricksGin, #FlyingCucumber and #CucumberChallenge.
Jim Ryan, Hendrick’s brand ambassador declared: “Our giant flying cucumber will pay homage to the distinguishing ingredient that makes our gin special. We want to remind our loyalists that Hendrick’s Gin & Tonic deserves the finest cucumber garnish, every time. We hope that this journey will enlighten our imbibers as to the important role the cucumber plays in the Hendrick’s world.”
The Flying Cucumber with its giant “eye in the sky” is another proof of Hendrick’s genius creativity.
And if you’re still not convinced that Hendrick’s gin is the best brand, here’s the Hendrick’s Air promotion video!