HENDRICk’s summer campaign

Client: Hendrick’s Gin

Campaign: Refreshing Encounters (Summer Campaign)

Agency: Hans Just

Role: Brand Manager

Year: 2025

Objective: Although Hendrick’s Gin is the market leader, brand relevance was under pressure. Competitors were outpacing us in distinctiveness and summer appeal. Consumers didn’t strongly associate Hendrick’s with refreshing serves or social gatherings — both essential for summer gin consumption.

Solution & Results: To put Hendrick’s back at the top of mind for summer refreshment, we targeted two key moments:

1. On-trade after-work drinks at bars and restaurants.

2. Off-trade supermarket purchases for social occasions.

We launched a two-week digital engagement campaign featuring an interactive online game where players caught cucumbers in a Hendrick’s Gin & Tonic. The game drove sign-ups to our newsletter, with a follow-up reminder ahead of World Cucumber Day, inviting consumers to selected bars for a free G&T at World Cucumber Day.

Over 50 bars nationwide participated, aligning content across their local social media channels. The campaign attracted 1,600+ sign-ups, with 600 cocktails redeemed in a single day. Bars were activated with Hendrick’s merchandise and special events, including the Hendrick’s Express — an old locomotive transformed into a gin-soaked brand experience.

The campaign successfully reinforced Hendrick’s as the ultimate summer refresher, delivering both engagement and real-world trial while bringing back that signature Hendrick’s eccentricity.