Hendrick’s gin turns the cucumber into an unlikely Valentine’s Day star

Hendrick’s Gin concluded its unusual Valentine’s Day campaign in which it offered the love-struck gin lovers of Singapore a chance to buy cucumber-themed gifts.

The campaign, by Iris Singapore and titled ‘A Most Unusual Valentine’s’, ran for the weeks leading up to the day, largely through social, digital and PR, ultimately leading people to a special e-commerce site on Lazada where people could buy the gifts.

The gifts included several styles of flower bouquets that included cucumbers as the main decorative piece. According to the announcement, these ranged from “The Solo – a proud one-cucumber bouquet, to the more adventurous The Trio – an unusually romantic cucumber threesome.”

Charlene Low of William Grant & Sons, the regional brand manager of Hendrick’s Gin, said, “This twist on tradition is very much on brand - the cucumber bouquet accentuates the sum of its parts and is a unique representation of what Hendrick’s is. Hendrick’s knows that the rose is nothing without the cucumber. Separately, they’re typical; together, they become delightfully peculiar.”

The brand also worked with artists from The Workroom who were carving out personalized messages on cucumbers. The brand also created an activation for bars, working with 20 outlets, people who bought Hendrick’s cocktails could win a special gift box. The final part was a social competition to win a 50-strong cucumber bouquet called the Cu-lossal by penning a Valentine’s Day poem on Facebook.

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