Hendrick's Gin's flying cucumber blimp

Hendrick's Gin's cucumber blimp
Blog post

Over the past few years, Hendrick’s Gin has proved that it doesn’t do things by halves when it comes to its experiential marketing. Stunts, events and campaigns are without fail quirky, magical and memorable. Last year saw the brand host a variety of “Emporium of the Unusual” events in the form of pop-up pawn shops that, of course, housed taxidermy rabbits with wings, a man wearing mismatched shoes, and a woman perched on 25-foot stilts. 

But just this month, the Gin brand has been taking things to the skies with a 125-foot long, 44-foot high cucumber-shaped blimp to promote its cucumber-infused Gin. The World’s Only Flying Cucumber has been dubbed ‘Hendrick’s Air’. 
 
Not only can people across 13 US cities have the magical experience of spotting it in the sky, but a very small number of lucky gin lovers are granted a brief yet glorious ride on the airship. Those lucky gin devotees are first taken to the landing field which boasts a makeshift bar and vintage-inspired lounge area. 1930s jazz blares out from the sound system and a Hendrick’s motorcycle (with a sidecar) and an old green Jaguar sit nearby.
 
Refreshments available are of course a Hendrick’s Gin and tonic, or cucumber water for those not wishing to get too inebriated pre-midday. And upon boarding the cucumber (there’s a sentence I never thought I’d say), guests are handed a silver Hendrick’s flask filled with a bespoke Gin and Chardonnay cocktail called the Lady Grace Drummond-Hay.


For a chance to win a ride on the world's first and only Flying Cucumber, fans can snap a photo and post it on to social media tagging #HendricksGin and #CucumberChallenge.
 
Whilst only a few can ride, many will spot it and get involved in the social media component, so it is still an activation that will reach far and wide.
Joss Davidge is Director of the Unexpected at BEcause, the award-winning live brand experience agency, dedicated to enhancing Brand Love.
 
Read more from him in our Clubhouse.

 

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