Hendrick's Gin: A Most Unusual Valentines

Gin brand Hendrick's ran a tactical promotion which revitalised brand perceptions and drove sales of its gin in Singapore.

Campaign details

Brand: Hendrick's GinBrand owner: William Grant & SonsLead agency: IrisCountry: SingaporeIndustries: Spirits & liquorsMedia channels: Competitions & contests, Events & experiential, Merchandise & free gifts, Public relations, Social mediaBudget: Up to 500k

Executive summary

At a time when the marketing community is accusing clients, media agencies and even each other of selling creativity short, 'tactical' and 'direct' have become dirty words. Certainly such words have become divorced from the notions of conceptual creativity. But there is still, and always will be, a need for short,...

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