In the midst of a “craft climate” within the gin category, Hendrick’s Gin is the brand with the liquid credentials and the personality to match. Yakusan were tasked with designing and producing an activation to celebrate the brand’s unusual personality, drive trade advocacy and prompt consumer trial and awareness.

Strategically amplified by iconic backdrops including Sydney’s Opera House and Melbourne’s Federation Square, we activated The Curious Kiosk, a Victorian-inspired newsstand with a difference. Instead of newspapers for sale, The Curious Kiosk distributed copies of Hendrick’s own newspaper, The Unusual Times, accompanied by a cucumber. Consumers and media alike were invited to follow the map to key trade venues across each city to exchange their cucumbers as currency and receive a complimentary Hendrick’s and Tonic in return.

This cleverly designed activation achieved cut through across consumer, trade and media touchpoints. Media reach alone peaked at over 2 million, while thousands of cucumbers appeared throughout bars in both cities, accompanied by hordes of surprised and excited Hendrick’s loving consumers, new and old. Long live the cucumber!!

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