Hendrick’s Gin embraces sci-fi at Humburg airport

5th September, 2013 by Amy Hopkins

Hendrick’s Gin targeted holiday-makers with a penchant for the weird and wacky in a sci-fi-inspired promotion scheme last month.

Hendrick's Gin GOSH

The GOSH theatrical promotion scheme aimed to enhance the profile of the Hendrick’s Tea Time Gift Pack

Travellers flying from Hamburg airport, Germany, had the opportunity to sit inside the Gin Oscillating Sensory Helmut (GOSH) and take part in a theatrical experiment.

The initiative is run in conjunction with Heinemann Duty Free and involves shop staff dressing up in scientific uniforms and asking customers to sign a fake legal waiver and don a white lab coat. Participants then select flying goggles and head gear before taking part in the GOSH experiment.

Once suited in the appropriate attire, passengers were directed to the ‘helmet dome’ which then captures them in a theatrically simulated ‘gin vapour’ while the store ambassador explains the qualities of Hendrick’s Gin.

The spectacle continued once the experiment concludes with staff checking the health of the passenger, who were then given a graduation scroll and invited to the ‘Recovery Bar’ where they were given a complimentary Hendrink’s Gin cocktail.

WGS business manager Ian Waddington said: “Theatre at every stage of the activation is crucial to its success, building anticipation and engagement from start through to the final presentation of the scroll.

“In true Hendrick’s style, GOSH is like no other brand activation – fun, lively and, at the same time, educational and interesting.”

The activation served to promote Hendrick’s Tea Time Gift Pack – a set which allows consumers to enjoy Hendrick’s gin in teacup cocktails.

“We can always rely on William Grant & Sons to create a truly standout promotion for Hendrick’s Gin,” said Rüdiger Stelkens, purchase director at Heinemann.

“The theming has been excellent and the activation has really attracted a huge amount of attention from passengers. We’re delighted with the results.”

Leave a Reply

If that's interesting, how about these?

Strike action may hit Diageo 'imminently'

Diageo could be hit by strikes across the UK in the run up to Christmas after more...

Constellation to buy back US$1bn shares

The board of US drinks group Constellation Brands has approved a new US$1 more...

Dewar’s brings 12 aged Scotches to Schiphol

Bacardi Global Travel Retail is running its John Dewar & Sons Fine Whisky more...

Royal Salute marks banquet with limited edition

Pernod Ricard-owned Scotch whisky Royal Salute has launched the first in a new more...

Teeling debuts 26yo single malt at Dublin Airport

Teeling Whiskey Company has launched a 26-year-old single malt in its limited more...

Grey Goose shines at Suvarnabhumi Airport

Bacardi Global Travel Retail (GTR) has brought the spirit of Christmas to more...

Benromach launches 42yo single malt in UK

Gordon & MacPhail has launched a limited edition bottling of its Benromach more...

Buffalo Trace 'disproves' whiskey theory

Buffalo Trace has concluded the first phase of ageing experiments at its more...

James Van Der Beek stars in Belvedere ad

Belvedere vodka has recruited Dawson’s Creek actor James Van Der Beek to star more...

Ketel One campaign focuses on family

Ketel One vodka has unveiled new virtual reality campaign, ‘You Don’t more...

Travel retail in focus: Rum

As rum brands large and small continue to push for premiumisation, SB questions more...

Macallan unveils Rare Cask Black MOP edition

Edrington Global Travel Retail (GTR) has released a Macallan Rare Cask Black more...

Rémy ‘breaks category boundaries’ at Schiphol

Rémy Cointreau Global Travel Retail has partnered with Amsterdam Schiphol more...

GlenWyvis community distillery launches gin

GlenWyvis, which is set to become Scotland’s “first” community-owned more...

Tŷ Nant sponsors Welsh awards ceremony

Mineral water Tŷ Nant acted as official brand partner for the 20th Wales more...

Tiki Cocktail Box service rolls out across UK

An independent drinks distributor has partnered with the founder of UK Rums more...

Hendrick's constructs cucumber organ

Hendrick's Gin has unveiled the "first-of-its-kind" Cucumber Organ of more...

KDA names first social responsibility head

Non-profit trade group the Kentucky Distillers' Association has appointed its more...

SMWS launches 'whisky concierge' for shoppers

In the run-up to Christmas, the Scotch Malt Whisky Society has launched a free more...

Old Pulteney unveils second 35yo edition

Wick-based distillery Old Pulteney has announced a second release of its more...