Inspired by the unusual and proudly inefficient distilling process of Hendrick’s Gin and its affinity for Victorian era design, we created the Hendrick’s Grand Garnisher… the world’s largest, most inefficient cucumber slicing machine. Just as cultivating a Hendrick’s Gin cocktail often blends a variety of unusual ingredients, the Hendrick’s Grand Garnisher blended inspirations from Rube Goldberg and the Victorian-era brand world to create a mesmerizing journey where a Penny Farthing bicycle initiates a cucumber journey that leads to a maze of turns and pulleys until, ultimately, the cucumbers are sliced to perfection. Once sliced, consumers were able to place their Hendrick’s cocktail glass directly under a conveyer belt that dropped the fresh garnish into their cocktail, creating a memorable social moment. We collaborated with steampunk artisans to create the visually arresting and unique design for the mobile, cucumber slicing contraption.

Launched on National Cucumber Day on June 14th, 2017 in New York City, the Hendrick’s Grand Garnisher set off on its maiden voyage, touring the U.S. through December. Designed as an integrated campaign to reach consumers at various touch points, the Hendrick’s Grand Garnisher sparked interest across the country, making stops at various events including local and national broadcast news outlets where we featured unique Hendrick’s cocktail demonstrations, on- and off-premise sampling events, as well as an eye-catching activation at large-scale festivals accompanied by a cast of performers and social engagements. Enabling use at different locations and being highly mobile was the key to delivering the ambitious impressions goal. In addition, local field marketing teams used appearances of the Hendrick’s Grand Garnisher to deliver increased distribution and sales volume by scheduling promotions in alignment with the tour.

o 22 cities visited

o Over 12MM OOH impressions

o Over 253MM PR impressions

o Over 62MM digital media impressions

o Over 13MM social impressions

o Over 2,000 cucumbers slices

o Over 2,350 miles pedaled on the penny farthing

o Over 20,000 cocktails properly garnished

o 21,500 miles driven