Hendrick's Gin: Fireside Chats in the Enchanted Forest of Curiosities
[Brand Building | Experiential Marketing | 2010]
Unusual Gin | Brought to Life for the Masses | Everyone's Amazed
After two years of developing Curious and Unusual PR and Marketing activity for the most unusual Hendrick's Gin – one of
the fastest-growing brands in the industry – M&F set about developing a unique and attention grabbing program that
would bring the brand's unique positioning to life, create widespread buzz and continue to set Hendrick's apart from the
competition. M&F planned, developed and executed a completely unique series of events, performances and a pop up
store to drive consumer trial, energize key trade and industry stakeholders and, above all, generate a ton of press.
We delivered all of that and more. M&F completely overtook a gallery space in New York and transformed it into an
indoor enchanted forest of curiosities for a three week campaign of activities. Featuring traffic-stopping "storefront
billboard" performances, a week of unique sampling events featuring unusual "Fireside Chats" from a series of compelling
speakers, and a curious pop-up store experience, the campaign brought wide spread buzz through traditional and social
media (almost 100 unique articles and countless social media buzz), reached many thousands of consumers and created one of the year's most unique happenings.
