Hendrick’s Gin Global World Cucumber Day campaign is back in full swing and ready to wow travellers at airports around the globe.
The king-sized brand initiative from owner William Grant & Sons, this year under the slogan of ‘Pursue the Peculiar & Share the Unusual’, reaches its crescendo on 14 June at airports and other travel retail locations across the globe.
The high profile activation centres on Hendrick’s signature garnish – the mighty cucumber – in a quirky and unusual campaign featuring the world-renowned ‘Cucumber Specimens’, gifts with purchase (GWP) and interactive experiences.
The visual centrepiece of the activation is the aforementioned Cucumber Specimens, presented in special display jars.
This year, Hendrick’s has introduced a Cucumber Collector character to explain the stories of the different line-ups of cucumber specimens.
High profile brand activations have kicked off in travel retail locations across May and June and features at key airports including ones at Singapore Changi, Bangkok, Hong Kong, Kuala Lumpur, London Heathrow, London Gatwick, London Stansted, Amsterdam Schiphol, Frankfurt, Munich, Barcelona, Madrid, Dubai, Dublin, Istanbul, Vienna, Brussels, Sao Paulo, New York JFK, Bogota, Rio and IGL Canada.
The Cucumber Specimens and Cucumber Collector are complemented by various interactive experiences, primarily based on signature serve tasting bars and ‘impulse’ podiums.
Also available as part of the promotion are unusual and peculiar GWP items including fans, playing cards, neck tags, branded tote bags, signature serve leaflets and carry cases.
Extra fun is brought to the activation by new Hendrick’s brand ambassador staff uniforms – a ‘cucumber collector’safari outfit with cucumber collector catchers (nets!).
The hashtag links for the promotion are #HendricksGin and #WorldCucumberDay