We were briefed by Hendrick’s Gin to introduce their new deeply floral gin, Midsummer Solstice, to the Australian market by bringing the brand world to life, igniting the on-premise and driving trial and sales at a scale that Hendrick’s hadn’t attempted before.
In response, we designed a six-week launch campaign that saw Hendrick’s collaborate with renowned floral artist Dr Lisa Cooper to bring the bouquet of Midsummer to life across key PR, experiential and on-premise channels. A glittering media launch, venue takeovers in the aptly renamed ‘Paddo Ginn’, the Bucket List and the Winery got drinks in hands, while targeted guerilla activity supported the takeover of these key venues. A ‘Stem for a Spritz’ floral exchange sampling campaign and an entire fleet of Victorian characters riding florally-adorned Penny Farthing bikes around iconic Sydney landmarks added Hendrick’s trademark peculiarity to the campaign. Meanwhile, a Broadsheet media partnership, special OOH builds and a fleet of wrapped London cabs saw Midsummer hit Sydney with gusto. Last but not least, Dr Cooper’s floral creations were translated into a projection that transformed the Paddo Ginn’s exterior for the month of October.
The results were overwhelming. The campaign sales target was well and truly met, with an emergency stock order placed mid-way through the campaign to service thirsty gin drinkers in bars across the city! Social media was awash with UGC, and the highly successful initial PR activity was supported by ongoing organic traction.