William Grant & Sons is set to launch World Cucumber Day activations for Hendrick’s, under the theme ‘Cultivate the Unusual’, at key airports in the run up to the ‘big day’ on 14 June.

The ‘Cultivate the Unusual’ campaign aims to invite new audiences into the Hendrick’s brand world, while offering existing fans a new opportunity to interact with the brand. Based on using plant science, Hendrick’s is encouraging people to take part in a World Cucumber Day experiment to grow and relate to a cucumber (virtually on Facebook or in genuine soil), culminating in a special Hendrick’s & Tonic on World Cucumber Day.

World Cucumber Day

Airport promotions will include unusual furniture pieces, wheelbarrows and hothouses to encourage travellers to taste Hendrick’s rose and cucumber-infused serve

The campaign follows research by botanist Graham Brown from the University of Sydney, who has revealed cucumber plants are ‘surprisingly’ sensitive, respond to the most unexpected stimuli and are receptive to human bonding. According to Brown, it’s possible to develop a meaningful relationship with cucumbers by applying a plethora of propagation techniques.

Activations at key airport locations including The Cloud Bar at Singapore Changi Airport and London Stansted will offer travellers the chance to enjoy the original Hendrick’s & Tonic. Consumers will be able to prepare the cucumber ready for joining with the signature serve, with the Hendrick’s Hand Pump Slicer. The pump-like device pushes the cucumber through a series of blades that results in slices of cucumber falling into the clear compartment below ready to be added to the cocktail.

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A slice of the action: Travellers can engage in the final stage of cultivation, which involves preparing the cucumber ready for joining with the signature serve with the Hendrick’s Hand Pump Slicer

Customers will receive a 50ml bottle of Hendrick’s when they buy one bottle of Hendrick’s and a tea cup candle with every two bottles purchased.

William Grant & Sons Managing Director Global Travel Retail Ed Cottrell said: “For travel retail, we will use iconic branding style, unusual furniture pieces, and striking theatre pieces and props, including wheelbarrows and hothouses, to attract consumers to the stand where they can then sample the product.

[Click to watch the official ‘Cultivate the Unusual’ campaign video]

“Running a World Cucumber Day campaign provides the opportunity for us to demonstrate the curiously surreal personality of Hendrick’s and enable a wider audience to connect and engage with the brand.”

More information is available at: www.hendricksgin.com/world-cucumber-day/ and content can be shared using #WorldCucumberDay.