Hendrick’s Gin popularised the Gin category in Singapore. But as newer and more exciting Gins surfaced, it’s increasingly being seen as a safe choice in an adventurous category. To retain dominance, Hendrick’s needs to continually engage with curious spirits drinkers through moments of delightful peculiarity.

Hendrick's Gin is uniquely distilled with the iconic and unusual infusion of cucumber and rose. Since Valentine's Day is so strongly associated with roses, it was an occasion that the client wanted to leverage to drive sales of the liquid.

Every Valentine’s Day, lovers are forced to shell out crazy amounts of money for a simple bouquet of roses - an opportunistic markup by florists all around.

Hendrick’s Gin, which is infused with cucumber and rose, gave use the perfect story and opportunity to hijack this occasion. Becoming florists ourselves, we created our very own special bouquet, made up of the one ingredient synonymous with our gin - the cucumber.

A win-win solution to drive more bottle sales; for those celebrating the occasion without breaking the bank, every order of our delightful Cucumber Bouquets came with a bottle of Hendrick’s Gin. Effectively turning our gin into the gift with purchase, which also cost less than a bouquet of flowers on Valentine’s.

For the last 10 years, Hendrick's Gin has been the gold standard and go-to for people who cared what gin they drank in Singapore. As Hendrick's became more popular, it began to lose its indie appeal. Today, it remains iconic as a liquid and a serve, but is no longer the choice of drink for the discerning spirits drinker. Hendrick’s needed to become unusual again.

To do this, we created innovation stories around both brand and liquid - which perpetually renews our vows with the 'Curious Unusual Crowd' by creating Cultural Platforms that celebrate our delightful peculiarity.

The Curious Unusual Crowd revel in positioning themselves at a higher plane above the masses. What if we could re-imagine what the masses gravitate to, in a way that is that's delightfully peculiar to them through our unique brand world?

Our Florist Shop opened for business a week before Valentine's Day - with two varieties of Cucumbers Bouquets - The Solo and The Trio - available for purchase on our e-shop on Lazada.com. Sold from only $88, each purchase came with a bottle of Hendrick's Gin.

And just like any good florist, Hendrick's also provided engraving services (to etch in heartfelt, romantic messages on cucumbers), as well as hand delivery.

To get the word out, we ran targeted social ads and distributed seeding packs to lifestyle media titles and influencers.

Smashing sales and internal records - all in just 8 days:

All bouquets sold out before Valentine's Day

$1.2M PR reach

151% Increase in traffic to partner outlets

259% increase in traffic to e-comm platform during campaign period

805% increase in revenue vs. previous month on e-commerce platform