Hendrick’s Gin Teams Up With Audio Specialist Company On a ‘Most Unusual’ Radio Campaign
(Photo: Hendrick’s Gin)
Hendrick’s Gin, the “most unusual premium gin distilled in Scotland,” has recently teamed up with audio specialist company Eardrum on a national summer radio campaign spotlighting the brand’s tasting notes and preferred garnish, cucumber.
“The ability to reach our audience at exactly the right time of the evening makes audio extremely compelling, but capturing our distinctive, highly visual brand personality has always been a challenge,” said Nathan James, marketing manager at Hendrick’s Gin & Innovation, in a press release.
“The Eardrum team totally nailed it.”
According to the brand, the radio advertisements feature a charismatic bartender who joyously discusses the distinctive flavors of the gin, with a particular emphasis on the essential cucumber garnish.
Related: Hendrick’s Gin Review
During both the 30 and 15-second segments, the campaign exuberantly celebrates the arrival of summer, the conclusion of the workweek and the day’s end — all ideal occasions to try Hendrick’s Gin. The campaign is set to be broadcast nationwide on the ARN and NOVA networks.
“Once we combined the Gatsby-esque sonic world with the ‘cue the…’ format, the rest of the campaign fell into place,” explained Ralph van Dijk, founding creative director of Eardrum, per Mumbrella. “The theme was then carried right through to the live reads and sponsorship messages.”
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