Campaign details

Brand: Hendrick's Gin
Brand owner: William Grant & Sons
Lead agency: Iris
Country: Singapore
Industries: Spirits & liquors
Media channels: Competitions & contests, Events & experiential, Merchandise & free gifts, Public relations, Social media
Budget: Up to 500k

Executive summary

At a time when the marketing community is accusing clients, media agencies and even each other of selling creativity short, 'tactical' and 'direct' have become dirty words. Certainly such words have become divorced from the notions of conceptual creativity. But there is still, and always will be, a need for short, sharp bursts of smart tactical marketing. And there is no reason that these campaigns need to lack creative flair.

This is the story of how Hendrick's took such an approach to make Valentine's Day 'delightfully peculiar' again. And in doing so, not only helped Singaporeans express their love for each other, but also reminded them what made them fall in love with Hendrick's in the first place.

Market background and cultural context