Hendrick’s Gin Global Travel Retail World Cucumber Day campaign is back in full swing and ready to wow travellers. The king-sized brand initiative from owner William Grant & Sons, this year under the slogan of ‘Pursue the Peculiar & Share the Unusual’. Moreover, 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. The campaign began in a quirky and unusual style featuring the world-renowned ‘Cucumber Specimens’. Allowing gifts with purchase (GWP) and interactive experiences.
The visual centrepiece of the activation is the aforementioned Cucumber Specimens, which is presenting 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. The features at key airports including ones at Changi, Bangkok, Hong Kong, Kuala Lumpur, Heathrow, Gatwick, Stansted, Schiphol, Frankfurt, Munich, Barcelona, Madrid, Dubai, Dublin, Istanbul, Vienna, Brussels, Sao Paulo, JFK, Bogota, Rio and IGL Canada.
The Cucumber Specimens and Cucumber Collector complements 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. Additionally, including fans, playing cards, neck tags, branded tote bags, signature serve leaflets and carry cases.
Hendrick’s brand ambassador staff uniforms add extra fun to the activation. A ‘cucumber collector’ safari outfit with cucumber collector catchers (nets!).
William Grant & Sons GTR Managing Director Ed Cottrell said: “As ever we have had great fun in putting our World Cucumber Day activation together. And I believe the promotion is now firmly established in the travel retail brand calendar.
“New elements have been added to the campaign this year. Travellers at some of the world’s greatest and busiest airports, as well as other travel retail locations.
“The travel retail channel is a global stage for building brand equity. Moreover, activations 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 look forward to the campaign delivering more great results for our retail partners across the globe, as we seek to delight, entertain and inform our customers.”