Hendrick's embraces gin gifting and sharing in festive campaign

Hendrick's Gin is launching a festive marketing campaign across Europe which paints the gin brand as a gift for the holiday season and for sharing at gatherings - even in a time of social distancing.

Developed by creative agency Space, the campaign was originally briefed for the UK market but has been adapted for Belgium, Germany, Denmark and the Netherlands, as well as South Africa and Canada, with bespoke adaptations for each country.

For example, for the UK, Space has adapted to visuals for digital out-of-home (OOH) and shopper marketing, and in Germany the agency has designed two murals to be painted on walls around the trendy Berlin neighbourhoods of Friedrichshain and Kreuzberg and at Hamburg nightlife spot, Sternschanze. 

Space has developed a range of OOH and social assets for both the gifting and sharing elements of the campaign in each market, based around visuals that bring to life the peculiar Hendrick's brand of Victoriana. The gifting visuals include an ornate Christmas cracker and a robin, while the social sharing creative depicts Hendrick's Gin being served at a festive event.

It comes after the brand launched its first UK TV advert in November.

Lisa Fitzsimons, global marketing manager for Hendrick's Gin, said: "Our gin is about embracing the unconventional, so it's important our festive campaign highlights everything that makes Hendrick's unique, distinctive and, of course, delectable. Space has created some remarkable OOH assets to show off our most curious gin as both a covetable gift and as the centrepiece of this year's festive events, to be shared and enjoyed by all. Given the unusual nature of 2020, we also wanted to be sure that we promoted social sharing in a safe and distanced way."

Sean Kelly, associate director at Space, added: "Hendrick's is at the forefront of the rapidly expanding super-premium gin category and has one of the most distinctive brands in the market. Around one-third of gin purchases are gifts and it's a popular choice for sharing, so we wanted to create a campaign that broadcast and welcomed those behaviours in Hendrick's' unique and peculiar way." 

17 December 2020 - Bethany Whymark