Sharing the peculiarities of the perfect Hendrick’s and Tonic
Hendrick’s wanted to ensure its gin was poured in the same, super-premium way by every single bartender. But to live within the Hendrick’s brand world – the education programme needed to be a little UNUSUAL!
Our approach was to honour the brand’s unusual brand world, with its distinctive styling and curious tone of voice, but to also let our imaginations soar (building on all the carefully crafted equities, of course) through live action and animation.
In ‘The Pursuit of Peculiar Perfection’, Purple built a video-powered training tool, featuring the wonderfully eccentric Global Ambassador, David Piper. With engaging videos and hidden facts, it enlightened curious bartenders about everything they needed to make an impeccable Hendrick’s & Tonic, from glassware to garnish. Now, whether you're in a boutique bar or a high street pub, you’ll always have the ideal gin drinking experience.
Brand world evolution | Education programme | Website design | Trade advocacy
That’s fascinating…
There are so many fascinating things about Hendrick’s Gin – like ‘Hendrick’ was the name of gardener at the founder’s home. Or that Leslie Grace’s incredible greenhouse is genuinely the R&D department.
For this project however, we found it fascinating that 7 out of 10 bartenders were not putting a slice of cucumber in a Hendrick’s serve – which we set out to fix through this training.
“The site is called ‘The Pursuit of Peculiar Perfection,’ which could also describe how Purple have gone about the project. They have created an imaginative, engaging and effective site which we know bartenders will appreciate – it’s an education programme that will achieve our strategic objectives and is also brilliantly bizarre.”
40%
increase in perfect serves
5,600
bartender registrations
Ailsa Bay
Brand world
Pilsner Urquell
Brand world and global brand guardians