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Hendrick's Ministry of Marginally Superior Transport

William Grant & Sons

Issue 41 | December 2016

Background

Hendrick's was the world's first unusual gin, oddly infused with rose and cucumber. Unfortunately, it was such a successful brand that everyone started copying it and the marketplace became crowded with peculiar craft gins. So to get Hendrick's to stay top of mind, the task was to talk to the audience in a relevant and meaningful way.

Clever social listening made it clear that Hendrick's fans talked passionately about travel online. But there was an odd tension. While they loved travel, their everyday commutes were horrific. So horrific, in fact, that they inspired 7,000+ frustrated tweets a day. There was an opportunity to intervene and 'bring moments of peculiar delight to people's everyday journeys'.

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