A few weeks ago in the run up to Christmas, I was looking at Gin online. It’s a fairly recent love of mine, and though I’ve drunk quite a few brands, I’d never tried Hendricks.
I’m a sucker for branding and had always liked the look of their bottles, but never gotten around to purchasing it, so I decided to find out more in a bid to expand my burgeoning Gin collection.
On arrival at their website I was greeted by The Great Phantasmagorical Excursion. I had no idea what that meant, but it sounded like fun, and I wanted in, so I duly completed their initial “Thought Experiment” before leaving my contact details with them. Still having no idea what, if anything, would happen next.
Now, I like to think of myself as quirky; though some might say I’m a bit odd. Suffice to say, my sense of style and the type of art and design that I appreciate is far from standard.
When bored one day I once invented a steam powered musical contraption called a Trumpsichord…
When bored one day a few years ago, I invented a steam powered musical contraption, part Dr Seuss, part Steampunk (many years before Steampunk got mainstream I should add). I called it the Trumpsichord, and I created the artwork for this ridiculous piece of whimsy, just because.
Aside from the branding itself, I was Immediately drawn in to the Hendricks website. With my background in graphic design, the whimsical illustrations and animations on the Hendricks website felt like something I myself could have dreamt up. To say that it felt relevant to me would be an understatement. Creating content that resonates so effectively with a member of a target audience is no easy thing to achieve.
An intriguing parcel is delivered
Receiving a parcel when you’ve not ordered anything is kind of exciting, and when I opened the plain outer box and saw the Hendricks branding I recalled my website visit a couple of weeks previously. “OOh what’s this?” I thought to myself with a smile, and opened what looked like an old fashioned suitcase.
From the old-timey suitcase design of the box, to the high quality paper stock and miniature Hendricks sample, the attention to detail was superb. I’m not going to give anything else away though, as spoilers aren’t cool.
Evaluating the Hendricks Gin campaign
I’m a content creator myself. I know that marketing attempts to inform and/or persuade; most often through the application of some clever targeting, and the production of some engaging and relevant content. All this aimed at making the consumer feel more positively towards a brand. Because it’s what I do for a living, I consider myself a nightmare to market to. I’m skeptical and often purposely unresponsive, but this bit of content marketing is bloody brilliant.
It’s left me feeling like Hendricks Gin gets me, and more importantly, like it’s the most natural brand choice for me.
I chose Hendricks when I went out the other night.
I’ve since bought a bottle of Hendricks.
I’ve even written a blog article praising it.
I’d say that’s some pretty effective marketing.
If anyone from Hendricks would like to share the persona that the campaign was designed to target, I’d be fascinated to learn more.