Hendricks cleverly created a campaign to appeal to Hipsters, a notoriously difficult demographic to market due to their unsteroetypical conventions with regards to advertising and branding. This was developed as a series of live activations and aesthetic campaign touch points.
In October 2015, a Hendrick pop up featured at the Cyclorama, a historic building in downtown Boston. Overnight Hendrick’s Gin created a magical world from scratch, inviting hundreds of Bostonians to experience, taste, and observe the alternative world of Hendricks Gin. At the event, you entered a curiosity shop where you could play with taxidermy, ancient magician’s manuals, and old photos that looked just a little bit odd. A shopkeeper in an elaborate, bustled dress took you through a secret passageway in the bookcases where you finally arrived at the party. There, something fun was happening in every corner: An in-house limerick writer was crafting poems on demand, a tightrope walker was tiptoeing on a row of Hendrick’s bottles, and everybody was tippling delicious old-fashioned cocktails. Hendrick’s strategically targets consumers based on psychographic qualities that relate to their attitudes and lifestyles, rather than demographics. The brand attracts drinkers who veer away from mainstream brands, are attracted to the exotic, have a knowledge of culture and history, and have a high disposable income. With this approach Hendrick’s has loyal drinkers from all age groups, but the vast majority of their consumers tends to be young city dwellers in their twenties and thirties.
This campaign works particularly affectingly in creating an appropriate form of advertising for the Hipster demographic. Utilising an experiential campaign that feels had crafted for the user and is removable creates a significant investment within the brands equity. As C.C. Chapman, marketing expert, quotes "Hipsters don’t respect money, they respect art," This is implemented within the campaign through its bold aesthetic to ensure audience engagement and reinforce the lack of mainstream qualities.
https://uk.hendricksgin.com
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