How We Used Sentient Cucumbers To Drive Gin Sales


World Cucumber Day is Hendrick's annual celebration of their signature garnish. This year we wanted to celebrate in a more unusual way, by bringing curious nature lovers closer to this humble vegetable.

A series of highly questionable experiments took place at our Perilous Laboratory for the Absorbment of Natural Teachings (or P.L.A.N.T. for short) revealing the cucumber's ability to express emotion. This inspired real-world events at bars and festivals where participants could get to know our newly sentient cucumbers by collaborating on a unique musical track. Resulting in the most curiously watchable content the brand has ever produced. The experiments were promoted on social and digital channels, reinforcing Hendrick's peculiar craft gin brand in a now flooded marketplace.

The content smashed all previous benchmarks with view through rates in digital over 80%, and on social channels over 30%. The scale and impact of the campaign was massive with over 6m views and an unexpected 32k clicks to Hendrick's website.


Meet The Expert

Expert Image
Stephen Firth

Senior Partner and Managing Director

Stephen Firth is the original founder and Managing Director of Gravity Thinking in London, now part of the Vivaldi family. Specialising in digital marketing and communications, Stephen established an award-winning creative agency working with some of the world’s leading brands including Hyundai, Disney and Allianz.