Building a global platform with local soul.
Turning Hendrick’s most iconic garnish into a global moment
We created World Cucumber Day around Hendrick’s distinctive garnish, tapping into the internet-famous phenomenon that cats are strangely terrified of cucumbers.
To establish the connection between Hendricks and the cucumber, we took ownership of the global occasion, bringing it to life with playful campaigns to help cat owners keep their feline friends calm while celebrating with a Hendrick's & tonic.
The strategy, creative idea and video execution all stemmed from the fact that the cucumber is Hendrick's most iconic and recognisable asset.
We leant into Hendrick's curious and unconventional personality and reinforced Hendrick's position as the world's most unusual gin, championing the humble cucumber in an unexpected way.
