Cocktail culture is a thing and the Hendrick's Gin x Karamo Brown partnership delightfully showcases this in a classy and refined manner. The result is a range of digital content that builds on sophisticated notions and offers useful information to the consumer.
While Hendrick's Gin focuses on cocktail culture, Karamo Brown — known as the culture expert from popular TV series 'Queer Eye,' contributed with style tips. A first of its kind partnership, the campaign highlights the productive interaction between Hendrick's Gin Brand Ambassador, Mattias Horseman, and Karamo Brown.
One of the featured pieces of content shows a cocktail demonstration of the tasty Cucumber 75 — inspired by the iconic French 75 drink. Another noteworthy campaign interaction is a conversation between the two gentleman which centers around personal style and confidence.
Elegant Cocktail Culture Campaigns
Hendrick's Gin and Karamo Brown Boast Valuable Consumer Content
Trend Themes
1. Cocktail Culture Campaigns - Exploring how brands can collaborate with style experts to showcase sophisticated and valuable content to consumers.
2. Digital Sophistication - Creating digital content with refined tastes and cultural understanding.
3. Unique Partnerships - Partnering with influential style experts to bring a new perspective to cocktail culture.
Industry Implications
1. Alcohol - Opportunities for alcohol brands to showcase their unique stories and cultures through sophisticated campaigns.
2. Fashion and Style - Building campaigns that focus on style tips and confidence while expanding consumer's brand knowledge.
3. Digital Content Creation - Creating value to the consumer by publishing sophisticated content built on cultural understanding.