The Unique Way Hendrick's Gin Is Advertising To Commuters

While traditional advertisements usually bombard you with music and flashy visuals, Hendrick's has stepped up its game to surround passersby with its product in a whole new way.

AdAge writes that the gin company, in collaboration with a creative agency called Space, has created "experiential bus shelters" in the British cities of London, Manchester, Brighton, Cardiff, and Liverpool. The shelters will dispense the smell of roses and cucumbers, the scent of Hendrick's, and be decorated with a recreation of a Hendrick's bottle pouring real liquid into a glass of alcoholic lemonade. Besides other Hendrick's images, the panels of the shelter also feature a doorbell that summons the voice of a Victorian man giving a monologue and QR codes that explain to commuters the ways to use Hendrick's gin to make the perfect lemonade. In other words, the brand has succeeded in casting an advertising trap for anyone who just wants to catch the bus to get to work. Imagine the outrage if the scents were tobacco-themed instead. 

These installations will remain in place until September 5.

What makes Hendrick's latest unique attempt to advertise somewhat disappointing is that it is not nearly as unique as its previous marketing strategy. Bombarding commuters is what any normal company would do. Hendrick's once created The Department of No-So-Convenient Technology, which gave playful takes on technology that fell fully in its Victorian branding.

For example, Mental Floss covered its attempt at a streaming service in August 2020. The service was three-hour-long YouTube videos of streams trickling. In other words, a literal streaming service.

Another example, as covered by Bicycling in November 2020, offered a stationary penny-farthing bicycle for sale. "Frankly speaking, we find the bells and whistles you see on your home-workout equipment today to be entirely unnecessary," Vance Henderson, the national brand ambassador of Hendrick's Gin, explained. So, they presented a milder form which allows reading and cocktail drinking.

Sure, these attempts probably would not engage as many people as a bus stop. But they have a playful feel that the newest move lacks.