As part of a campaign to teach bartenders how to make the perfect gin and tonic garnished with cucumber, Hendrick's launched a 'Cucumber Couriers' service in the UK.
The service involves green motorbikes styled as cucumbers, as well as brand ambassadors who visit bars with crates of cucumbers, prepared to teach bartenders the best way to create a proper Hendrick's & Tonic. Ultimately, Sam Bovill, senior brand manager for Hendrick's UK says: "The Cucumber Couriers service is a most unique initiative offering the noblest of green fruits to bartenders, with a reminder that no bar is fully stocked unless it has sliced cucumber at its helm." In addition to receiving in-person instruction, bartenders are also able to pick up a few more tips from an online training tool.
In the past, Hendrick's has experimented with a series of other experiential cucumber-themed campaigns.
Cucumber Courier Campaigns
Hendrick's Courier Service Shares How to Enjoy a G&T with Cucumber
Trend Themes
1. Experiential Marketing - Companies can enhance brand engagement through unique and interactive campaigns like Hendrick's 'Cucumber Courier.'
2. Personalization - Personalized marketing campaigns can resonate with consumers on a deeper level and lead to stronger brand loyalty, as demonstrated by Hendrick's custom instruction for bartenders.
3. Green Marketing - More companies are promoting sustainability and environmentally-friendly practices, offering opportunities to incorporate green initiatives into marketing strategies like Hendrick's cucumber-themed promotions.
Industry Implications
1. Beverage and Spirits - Beverage companies like Hendrick's can utilize unique and educational campaigns to differentiate themselves within a crowded market and build customer loyalty.
2. Hospitality - Hotels, bars, and restaurants can partner with brands like Hendrick's to create unique experiences for their guests and stand out in a competitive marketplace.
3. Marketing and Advertising - Marketers and advertisers can use campaigns like Hendrick's 'Cucumber Courier' to inspire creative thinking and develop innovative strategies that connect with consumers in new and engaging ways.