This summer, William Grant & Sons Global Travel Retail and the International Shoppes partnered to bring Hendrick’s Gin to travelers at John F. Kennedy and Philadelphia International Airports. In a two-month period, more than 3 million consumers were introduced to the brand through a series of brand activations ending with the creation of Hendrick’s Victorian Hothouse, a concourse activity at Jet Blue’s JFK Terminal 5, from Sept. 5-12. The brand activations included Hendrick’s Birdcage merchandising units, ice cream tricycle cart sampling bars, Victorian croquet sets and in-store branding. Hendrick’s Victorian Hothouse featured a gothic-style front and weather vane made from cucumbers as well as brand decorations.
November 16, 2011