Edward Snell and Co. turns to PocketMedia Solutions to promote its Hendrick’s Gin

Designed by Brandsmith, Edward Snell and Co’s advertising agency, the UFO forms part of the Hendrick’s Gin marketing mix and will be distributed by Hendrick’s Gin’s brand ambassadors at various activations.

By folding and unfolding the UFO, consumers are able to glimpse different campaign visuals including various Hendrick’s Gin drink recipes. They are also directed to Hendrick’s Gin’s Facebook page, where they can further interact with the brand.

“UFOs resemble a printed, paper Rubik Cube, offering Hendrick’s Gin the unusual element it needs to break through the clutter,” says Hendrick’s Gin marketing manager, Lauren Kuhlmey.

“A UFO offers a continuous folding action. It is able to flip, fold, twist and turn, as four separate text and graphic areas come to the surface, enabling the advertiser to get numerous messages across to their target audience,” adds John Davis, managing director of PocketMedia^® Solutions.

Positioned as a quintessentially English brand (despite being distilled in Scotland), Hendrick’s Gin attempts to create a different offering to competition in the top end premium gin category, through it's amusing take on all things British and upper-crust.

“Hendrick's brand values are captured under the tagline, ‘A Most Unusual Gin’ and quirky, off-the-wall experiential activity is fundamental for us to convey our positioning of being 'delightfully peculiar', sparking curiosity and intrigue amongst leading edge, the vanguard and avant-garde,” says Kuhlmey.

“Our team of Hendrick's ladies, and Lord Hendrick's himself, hobnob with such folk on a regular basis, enticing them with a refreshing Hendrick's G&T or cocktail. But rather than simply experience the brand once-off, Hendrick's aims to peak customers’ interest and encourage them to go online or in-store to discover more about the brand and continue their dialogue. That’s why we've developed these nifty UFOs for the Hendrick's ladies to hand out,” she adds.

The UFO offers a different and engaging tool to help educate consumers on the best way to serve a Hendrick's G&T - with cucumber.

“Hendrick's Gin is such a multifaceted and interesting brand that it makes sense that any educational mechanics are as multifaceted. The unique UFO design enables four façades of messaging, disguised in one,” Kuhlmey concludes.

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