Campaign Overview:
In 2023, we set out to localise Hendrick’s Gin’s global campaign, “Put a Little Hendrick’s in your Holidays.” The campaign aimed to make Hendrick’s Gin cucumber cocktails the go-to holiday drink and position Hendrick’s as an ideal festive gift.

Objectives:

• Adapt the global Hendrick’s campaign for a South African audience, promoting Hendrick’s Gin as a festive staple.
• Develop a peculiar and curious PR campaign that sparks curiosity and encourages South Africans to incorporate Hendrick’s into their holiday celebrations.

• Target an audience of 400,000 and secure R800,000 worth of editorial features.

Tactics & Strategies:

• Hendrick’s Gin Christmas Tree Installation: 

• • • We constructed an eye-catching Hendrick’s Gin Christmas Tree at Menlyn Park, one of South Africa’s largest shopping centres. This partnership ensured that we canvassed maximum reach and provided Hendrick’s a platform from which inspired shoppers were accessible to purchasing the product. 
  • Exclusive Media Event: 
    • Media representatives were invited to an exclusive event to unveil the tree. They enjoyed an immersive experience, including a host of festive-cucumber inspired cocktails along with a Hendrick’s-infused menu emphasising the signature notes of cucumber and rose – a key USP for the brand. 

• Gifting Campaign Integration: 

• • Hendrick’s was featured in Menlyn Park’s prestigious holiday gift guide, enhancing its visibility as a desirable holiday gift.

Results & Impact:

• The campaign significantly surpassed its objectives, securing R2.2-million worth of online, print, and broadcast editorial coverage, far exceeding the R800,000 target.
• Reached an impressive audience of 8,155,078, well beyond the initial target of 400,000.

This case study showcases the campaign’s extraordinary success and highlights the agency’s ability to creatively adapt global campaigns to local contexts, exceed set objectives, and engage a wide audience with unique and memorable marketing strategies.