Hendrick’s seem to be up for all sorts of peculiar tricks at the moment, including a mysterious immersive “gin portal” inside an east London Laundrette. Apart from that though there is also a gin scented walkthrough at King’s Cross which deserves all kinds of attention.
As a way to escape the dreary and conventional, a tunnel inside King’s Cross Station has been decorated with rose and cucumber scented posters – transporting commuters to a whimsical, multi-sensory world.
This is one of the first immersive tunnel wraps in London and is thought to be the longest in the UK.
Linking Piccadilly and Victoria lines to the Northern line ticket hall, this sensory campaign is totally on brand, with its recognisable illustrations and the scents of Hendrick’s key botanicals.
James Taylor, senior brand manager for Hendrick’s Gin said of the campaign: “As a pioneer in the gin category, innovation has always been at the heart of Hendrick’s Gin and this year we’r continuing to create even more excitement”.
Jason Nicholas, managing partner at Space, the agency that helped make this happen, added:
“Hendrick’s has been at the forefront of the rapidly expanding super premium gin market.
With increasing consumer interest and choice, this distinctive creative and communications approach will encourage gin drinkers to escape the conventional and embrace the delectable taste of Hendrick’s”.
Images from Hendrick’s Gin.
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