NETHERLANDS. William Grant & Sons has partnered with Gebr. Heinemann to launch a playful ‘Hendrick’s Gin Perfumery’ animation at Amsterdam Airport Schiphol.
The 25sq m pop-up is located in the airport’s recently renovated Lounge 2 Central Promo Point. It is running from 1-31 May and is supported by an impactful digital and OOH media campaign throughout the airport.
The animation brings Hendrick’s bespoke edible scent ‘Eau de Cucumber’ to life at the Dutch gateway. The fragrance can be spritzed onto a classic Hendrick’s Gin and Tonic, offering a double dose of cucumber flavour.
As reported, Hendrick’s Eau de Cucumber made its global travel retail debut at Frankfurt Airport in 2023, followed by another high-profile animation at Paris Charles De Gaulle Airport.
Eau de Cucumber was created in partnership with Hendrick’s Global Brand Ambassador Ally Martin.
The eclectic display leans heavily into the cucumber-theming, which also highlights Hendrick’s G&T as the perfect summer drink. It is designed to offer adult passengers a ‘delightfully peculiar and refreshing experience’, while spotlighting Hendrick’s Gin’s hero ingredient: the cucumber.
New to Amsterdam is the Botanical Table, which showcases the 11 botanicals used to create Hendrick’s Gin as well as the brand’s signature infusions of cucumber and rose. The table takes travellers on a sensorial journey to discover the botanicals in the form of essential oils displayed in perfumery-style atomisers.
Several playful retailtainment elements are dotted throughout the space, bringing the Eau de Cucumber spritz to life alongside the classic Hendrick’s Gin and travel retail-exclusive Hendrick’s Amazonia expressions.
Travellers can take selfies with the giant Eau de Cucumber bottle and sample a Hendrick’s Gin and Tonic spritzed with Eau de Cucumber from the cucumber-shaped Spritz Carousel.
The intricately designed shop window, inspired by perfume department stores from the Victorian era, also includes nods to the historic city of Amsterdam.
Gebr. Heinemann Director Marketing Jens Peter Peuckert commented: “Hendrick’s is a guarantee for creative ideas. We are therefore delighted to be able to present this exceptionally refreshing promotion in Amsterdam. It is bound to be an unforgettable experience for many travellers.”
William Grant & Sons Head of Brand Marketing Global Travel Retail Gwilym Cooke added: “We are pleased to bring the third iteration of this activation to Amsterdam Schiphol Airport. The Hendrick’s Gin Perfumery has already proved to be a hugely popular draw for curious travellers, and we are confident that it will create interest, drive footfall and boost sales in this latest location, too.”
Hendrick’s summer ‘Refreshingly Curious’ campaign visuals feature prominently throughout the space. The same displays, which feature evocative cucumber-inspired illustrations, also feature in a high-profile OOH media and digital screen campaign throughout Amsterdam Airport Schiphol.
Schiphol Airport Retail Deputy Managing Director Martine De Lang commented: “We are thrilled and honoured to be a part of this collaboration between William Grant & Sons, Royal Schiphol group & Schiphol Airport Retail. With the outstanding design of the pop-up shop combined with the in-store promotion, both hosted by our impressive employees, we are able to offer passengers an unforgettable experience.”
Schiphol Media Director Marten van Maaren added: “The pop-up is in a prime location in Lounge 2, but the campaign will also be rolled out throughout the airport on our digital networks. This activation shows how luxury brands such as Hendrick’s Gin and our team at Schiphol can work together to create interest and boost sales with a well-designed promo location and campaign.
“We would like to thank William Grant & Sons for the great collaboration and the SAR Heinemann team for making this possible.”
Hendrick’s Gin is the number one super-premium gin in travel retail according to IWSR 2023 data and continues to establish a strong presence in this segment, as the channel recovers and the gin category booms in many markets across the world. ✈
