Hendrick’s debuts rose-scented campaign at King’s Cross

William Grant & Sons has launched a sensory advertising campaign for Hendrick’s Gin at King’s Cross station in London, which features rose- and cucumber-scented posters.

The entrance archway at King’s Cross station features rose- and cucumber-scented posters

The campaign, which runs from mid-July until September, comprises a tunnel wrap created by ad agency Space.

The initiative, which links the Piccadilly and Victoria lines to the Northern line ticket hall, features a full-floor wrap – thought to be the longest in the UK. The entrance archway also features rose- and cucumber-scented posters.

The campaign asks consumers to “escape the conventional and embrace the delectable”. The six-sheet push will run in seven UK cities, featuring almost 800 panels with text that directs consumers to their nearest bar for a Hendrick’s Gin and tonic. It was organised by Vizeum and Posterscope.

James Taylor, senior brand manager for Hendrick’s Gin, said: “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 King’s Cross station and dynamic media nationwide, will entice even more of the curious to experience the delightfully peculiar world of Hendrick’s Gin.”

In May last year, Pernod Ricard launched a strawberry-scented advertising campaign for its Beefeater Pink gin in London’s Oxford Circus Underground station.