Hendrick’s Gin is pushing more budget towards experiential and is using insights garnered via social media to set the tone of the activity.
The gin brand carried out research earlier in the year to find out the passion points of its consumers and discovered that travel, and curiosity around their local neighbourhoods was a large trend. Hendricks Gin then used the insight to create a double decker bus experience named Hendricks Extraordinary Roving Bus for Exceptionally Refined Travel (H.E.R.B.E.R.T.).
The bus, which is due to travel to Edinburgh in August, provides visitors with the Hendricks Gin signature serve – Hendricks and Tonic with a slice of cucumber – cocktails and cucumber macaroons.
Speaking to The Drum, Sam Bovill, Senior Brand Manager for Hendricks UK, said that the brand wanted to have a conversation with its consumers that resonated with them, rather than trying to push a topic that Hendricks had chosen.
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