Marketing Magic: How We Used Sentient Cucumbers To Drive Gin Sales

  • CPG

The Challenge

The classic Henrick’s Gin annually celebrates their signature garnish through World Cucumber Day and wanted to deviate from traditional advertising. Vivaldi Group worked alongside Hendrick’s Gin team to capture the product through this new value perception and revitalize the customer's interaction with the brand.

The Opportunity

Hendrick’s Gin and Vivaldi Group had to create space for a new force of attraction with Hendrick’s consumers to ensure its long-term success. We targeted the cucumbers' ability to create an emotional attachment and inspire the consumers with this possibility to participate with the campaign.

The Outcome

Our strategic partnership allowed for curiosity, imagination, and expression to entice gin sales through powerful social media content. This campaign was transferable to the real-world and enabled Hendrick's Gin to interact with consumers at a personable level.


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.

Hendricks P.L.A.N.T. Introduction