Hendrick’s Giant Cucumber: How sinking to the bottom brought them out on top

Last month, Hendricks’ Gin unveiled a Giant Inflatable Cucumber in the iconic Australian location that is Sydney’s Darling Harbour. In hope to gain greater brand awareness, the giant cucumber was scheduled to moor in the Harbour for three days, however, before reaching its final destination, the cucumber split open, ripping off of the pontoon and deflated into the water, costing the company $80,000. What a pickle!

Luckily, this was not the end of their promotional stunt. Alongside this, Consumers’ of the famous Gin were invited to the Hendrick’s Cucumber shaped bar situated on Darling Harbour, where they were able to swap a prized vegetable (a cucumber for those of you who couldn’t guess), for a FREE Hendrick’s Gin and Tonic at a number of bars in Darling Harbour itself. A night to remember (we hope) for many!

To keep the brand at the top of consumer’s minds for longer, Hendricks could have used branded merchandise to support their promotional campaign. Here are some of our favourite drinks merchandise ideas:

  1. Spirit Measure – What better way to keep your brand fresh in your consumers’ mind by reminding them with a branded spirit measure. Simple and Effective.
  2. Metal Straw – Choose to reuse with a stylish and fun branded metal straw!
  3. Bar Spoon – Be sure to wow your consumers whilst keeping your brand on top with a Branded Bar Spoon.
Menu