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Hendrick’s Gin has partnered with agency Space to create an immersive, scented King’s Cross Station tunnel wrap.

The advertising campaign asks consumers to ‘Escape the Conventional and Embrace the Delectable’, with posters that smell like roses and cucumber.

The campaign is running from mid-July until September. It was planned by Vizeum and bought by Posterscope.

Alongside the activation, Hendrick’s is also beginning a Key City Digital 6-sheet campaign. The nationwide campaign will run in seven major UK cities, comprising of almost 800 panels.

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James Taylor, senior brand manager for Hendrick’s Gin, commented: “As a pioneer in the gin category, innovation has always been at the heart of Hendrick’s Gin and this year we’re continuing to create even more excitement.

We’ve already successfully introduced our limited-by-nature Midsummer Solstice to the world, inspired by the ephemeral delights of Midsummer Solstice blooms, and our sensorial takeover of Kings Cross station and dynamic media nationwide, will entice even more of the curious to experience the delightfully peculiar world of Hendrick’s Gin.”

Jason Nicholas, managing partner at Space, added: “Hendrick’s has been at the forefront of the rapidly expanding super premium gin market. With increasing consumer interest and choice, this distinctive creative and communications approach will encourage gin drinkers to escape the conventional and embrace the delectable taste of Hendrick’s.”

Vizeum and Posterscope are responsible for the media planning buying of the campaign.