Rashida
Gin isn’t the first thing that comes to mind when you think of young, trendy drinks, but Hendrick’s set out to change that.
They bolster a unique, quirky advertising strategy that’s been a hit with younger (but legal) consumers.
According to their website, Hendrick’s is “not for everyone” and this promise may be exactly what’s enticing so many consumers to it.
About Hendrick’s
Hendricks began in 1999. With bottles that look straight from 1900s London, it boasted a distinctive appearance and creative mark.
A run-down of their history includes:
- 1998: The first conception of Hendrick’s gin by Lesley Gracey.
- 2000: Hendrick’s debut in New York.
- 2003: Launched the gin in the UK and then Spain the next year.
- 2008: Hendrick’s surpasses the 100,000 case barrier.
- 2012: Following a 2010 website and rebranding launch, the brand reaches 364,000 cases in 70 markets.
- 2013: Hendrick’s launches Quinetum (quinine cordial).
The Gin Market
To understand Hendrick’s success, we must first look at the gin category in the alcohol industry. In recent years, the gin industry is on the rise. Since 2016, 402 new brands have entered the market. Since 2018, gin sales grew by a whopping 41%.
Despite massive growth in the industry, success in it is not assured. As the market grows, so do the choices that consumers have. Many bars now offer 10+ gin options. Becoming the top choice is not easy.
Still, the category is much easier for consumers to navigate than others, like wine. The key is for brands like Hendricks to find the balance between uniqueness and accessibility.
Curiositorium
One of the most powerful aspects of Hendrick’s marketing is its website. It’s a blend of odd, strange, and enticing sections. You can find delicious gin recipes under “Treasury of Tipples” or sign up for their newsletter “The Unusual Times.”
The “Curiositorium” was launched in 2010, as part of a brand overhaul. According to Hendrick’s global brand director, Julie Page, the brand wanted to appeal to those with attitudes and lifestyles that align with the brand.
Undoubtedly, this website stands out. What sets the Curiositorium apart?
- Imagery. The images used on the website scream old-time meets the artistic dream. They go together seamlessly while all standing out. Imagery is a compelling part of this site that captures your attention right away.
- Branding. The branding on the website is impeccable. From head to toe, this website screams “Hendrick’s Gin.” The fonts, buttons, design, colors, and everything in between go together effortlessly
- Copy. Copy is crucial for any good marketing strategy, and Hendrick’s website is no exception. The copy is concise, compelling, and quirky all at once. Take a look at this example.” This summer, embrace the delectable with HENDRICK’S GIN. This most exquisite liquid is the perfect summer gin for delectable gin cocktails.”
The Curious Crowd
The Curious Crowd.
This is the way that Hendrick’s defines its audience. (so… the website title makes sense, right?)
They don’t label their audience by age, as many brands do. Instead, they focus on the “state of mind.” Their concern is not how old someone is, but rather the attitude they have. Hendrick’s doesn’t want to exclude someone because they are out of an age bracket.
By focusing on attitude, Hendricks can create an immersive experience for the right person. Their branding does not necessarily attract a certain age demographic, but rather a certain type of person, a curious person. This approach is the foundation of all of their marketing efforts and is one of the primary reasons why they have been so successful.
Providing an Experience
Nearly three fourths of Millennials would rather pay for an experience than materials. Hendrick’s understood the value of experiential marketing or providing an experience for customers.
One experimental campaign that Hendrick’s offered was the “Escape.” The purpose of the campaign was to provide a creative, exciting escape to the mundane aspects of life. It was an exhibit of several immersive portals that brought the brand to life for visitors.
One example was a cucumber and rose-scented tunnel. They wrapped a tunnel with over 1,000m of vinyl to add a touch of their brand to people’s everyday commute. The point? To get people to unglue their eyes from their phones, to look up for a moment.
The goal was a long-term effort, but the experimental campaign certainly offered a short-term impact. In 12 weeks, the brand gained 11% growth, with the campaign contributing to 10%. Of course, they were seeking out to increase the brand reputation, and the campaign certainly helped increased brand awareness and reach.
What We Can Learn
Hendrick’s is a quirky brand that’s not shy about taking a unique approach to its branding and marketing.
Here are a few lessons we can take away from their success:
Offer Memorable Experiences
People will pay for an experience. They don’t just want a gin, they want a delicious drinking experience. They want to connect with a brand experience.
Instead of focusing on pushing a product, focus on offering an experience that your audience will remember and immerse themselves in. Experiences will draw your audience in and compel them to align with your brand.
Tailor to Your Target Audience
This is a lesson that all successful brands nail. Understand your target audience, define your target audience.
But like Hendrick’s, don’t fixate on age. Segmenting by age is fairly superficial. It doesn’t tell you as much about the person as you may think. Hendrick’s understood this, and they understood their brand was more about the mindset than an age number.
Dig deep when defining your audience. Think past superficial categories like age or education. What is the mindset your audience should have? For Hendrick’s, curiosity, openness, and artistic flair all mattered more than age. What really matters to your brand?
In It for the Long Haul
There’s no doubt about it, Hendrick’s has done some highly experimental marketing tactics. They’ve tried new approaches and spunky campaigns. But their sights were never set on the short term.
Instead, Hendrick’s was in it for the long haul. They focused on building their brand over the long term. Each short-term initiative was rooted in the overarching narrative that they were creating for their brand. They were dedicated to an artistic style that aimed to increase the lifetime value of customers.
The goal was not to get people to take one sip of Hendrick’s but to share a brand with the world. To get people immersed in an encapsulating experience.
Move Past Conventions
Often, we fixate on what our competition does. Instead of worrying about what everyone else is doing, throw that metaphorical box to the side. Move past conventions. Tackle creative projects with ambition and go beyond the lines that others made.
Breaking conventions in the right way helps your brand stand out. It helps you create something totally unique that will capture the right audience and propel you forward.
Take Notes from This Oddly Made Gin
Hendrick’s admits they are not for everyone. They also know that no other gin is made like theirs. The brand focuses on delivering an immersive experience for the curious mind, and it’s worked.
Now is the time to take some of these lessons for your brand. How can you move past conventions and age demographics to create a winning long-term strategy?
