Hendrick’s Sensory Advertising Shares the Aroma of Roses & Cucumbers
Laura McQuarrie — July 29, 2019 — Marketing
References: hendricksgin & thespiritsbusiness
Those who pass through King’s Cross station in London will be treated to the aromatic experience of crisp cucumbers and delicate roses, thanks to a sensory advertising campaign from Hendrick’s Gin that involves scented posters. The summer campaign involved the installation of a floor and tunnel wrap along various public transportation lines to the ticketing hall, which fully immerses commuters in the brand's whimsical visual world and the scents of the key ingredients in the brand's alcohol product.
With the artful and aromatic campaign, Hendrick’s Gin is inviting people to momentarily "escape the conventional and embrace the delectable" and uses panels to point people in the direction where they can find the nearest bar to enjoy a Hendrick’s Gin and tonic.
With the artful and aromatic campaign, Hendrick’s Gin is inviting people to momentarily "escape the conventional and embrace the delectable" and uses panels to point people in the direction where they can find the nearest bar to enjoy a Hendrick’s Gin and tonic.
Trend Themes
1. Sensory Advertising - Using multiple senses in advertising to create a memorable experience for potential customers.
2. Aromatic Marketing - Incorporating fragrances into marketing campaigns for heightened engagement.
3. Immersive Branding - Creating a complete sensory experience for customers to increase brand engagement.
Industry Implications
1. Alcohol and Beverage - Brands can create immersive campaigns that feature the scent of their product and point customers towards where it can be purchased.
2. Travel and Transportation - Public transportation lines can also be used as a platform for immersive advertising campaigns for brands to reach a wide demographic.
3. Art and Design - The use of visually stunning and aromatic posters create a unique advertising campaign that both stands out amongst ads and promotes a product.
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