Hendricks, a well-known gin model that isn’t well-known for its promoting, has has simply appointed company Publicity as its world “cultural” company of document after a pitch course of dealt with by Creativebrief.
It’s not clear what “cultural” means on this sense, however the temporary for Publicity, an unbiased company which lately received Honda’s European account, is to “recruit brisker and youthful audiences by creating tiered multi-channel concepts, aimed toward conventional markets, that drive relevance, connection and advocacy.”
By “brisker and youthful” they imply 25-34 yr olds, which might indicate that Hendricks – or gin as a class – is presently hottest with older drinkers.
Hendrick’s world model director, Muiris Ó Riada, mentioned: “Hendrick’s is the legacy disruptor inside the gin class. Hendrick’s has solid its personal path to success thus far with an uncommon bottle and signature cucumber serve, an revolutionary strategy to model constructing, all of which is surrounded by a most uncommon tone and a really distinctive model world. Publicity, with its 30-year historical past of culture-led creativity, is the right companion to assist us additional construct on this momentum.”
Publicity’s CEO, Tim Bourne, added: “To win this iconic model, alongside a number of different new enterprise wins this yr, is a validation of the journey we set out on 30 years in the past to attach manufacturers to tradition in a manner that brings lasting worth.”
