William Grant & Sons is promoting Hendrick’s Gin in Valentine’s Day-themed activations at key UK and European airports, and in selected locations in the Middle East and Asia.
The Love campaign runs throughout this month and, in some cases, into March.
The campaign catchline, ‘Sublimely simple, yet curiously complicated – a gift much like Love’, highlights Hendrick’s “odd” infusion of rose and cucumber.
Branded bars and merchandising units feature at selected airports, including London Heathrow, London Gatwick, London City, London Stansted, Edinburgh, Glasgow, Dublin, Madrid, Barcelona, Nice, Copenhagen, Amsterdam Schiphol, Dubai, Kolkata and Singapore Changi. The spaces are decorated with roses, rose petals and cucumbers and feature POS heart glorifiers and sharing teacups. Love-themed carry boxes are included in a GWP offer.
Sampling is encouraged and key to the campaign is the ‘A Rose Story’ airport serve, which combines Hendrick’s Gin with Rose & Elderflower syrup and tonic, garnished with rose petals and a slice of cucumber.
William Grant & Sons Global Travel Retail Director Ed Cottrell said: “Last year’s Hendrick’s Valentine’s Day campaign was exceedingly successful with excellent uptake from consumers, so in 2019 we’re raising the bar by increasing the number of top priority airports taking part.
“Early indications are that this year’s activity is proving just as popular. In the first week of the programme at London Gatwick’s south terminal, for example, we’ve seen a 40% increase in sales uptake of Hendrick’s, which is excellent news.”
Cottrell underlined the support of retail partners in achieving high-visibility space and branding to attract, engage and resonate with travellers over the coming weeks.
The Love promotion comes ahead of the annual World Cucumber Day on 14 June, when Hendrick’s Gin will encourage consumers to cultivate and grow their own cucumber.
As reported, William Grant & Sons and Hendrick’s Gin partnered with The Moodie Davitt Report for the second consecutive year to celebrate the day which honours the brand’s ‘unusual green garnish’.