FRANCE. Hendrick’s Gin, owned by William Grant & Sons, is continuing the run of its playful Gin Perfumery pop-up in Paris Charles de Gaulle (CDG) Airport.
The pop-up was launched in partnership with Paris Aéroport (Groupe ADP) and Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP). It is located in Terminal 2E and is running from 5 September to 9 October.
The pop-up campaign celebrates Hendrick’s own bespoke edible scent, ‘Eau de Cucumber’. The fragrance can be spritzed onto a classic Hendrick’s Gin and Tonic, offering a double-dose of cucumber flavour. Hendrick’s Gin Global Ambassador and Juniper Explorer Ally Martin was involved in the creation of the scent.
As reported, Eau de Cucumber and the Hendrick’s Gin Perfumery made its global travel retail debut in Frankfurt Airport. The Moodie Davitt Report was on location for the big reveal.
The eclectic and playful 29 sq m animation in Paris, created by London-based creative agency Space, leans heavily into the cucumber theming, which also highlights Hendrick’s G&T as the perfect summer drink.
Several playful retailtainment elements are dotted throughout the space, which bring 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 atomiser, interact with a vintage phone to ‘Answer the Call of the Unnecessary’ and sample a Hendrick’s Gin and Tonic spritzed with Eau de Cucumber from the cucumber-shaped Spritz Carousel.
An interactive Story Wall invites travellers to drop a cucumber inside and watch the Eau de Cucumber fragrance creation process through three different peepholes. The experience is described as ‘a wonder of sensory refreshment’ and plays with Hendrick’s surrealist Victorian-inspired brand voice.
A Victorian-inspired shop window is another key feature and takes inspiration from the famous department stores of the era. The display highlights a variety of Hendrick’s cucumber paraphernalia, the Hendrick’s Original and Hendrick’s Amazonia expressions.
“This outstanding activation underlines the strength and nature of our long partnership with William Grant & Sons, and Hendrick’s Gin,” commented Lagardère Travel Retail Merchant Beverage Director Victoire Gueugnier.
“It has all the elements required to drive footfall to our stores and to ensure that travelling consumers are treated to something special. This is not just an activation; it’s also an experience, one that is exclusive to travel retail and sure to delight not just gin enthusiasts.
“Considering all the elements, the Hendrick’s Gin Perfumery is sure to offer our travelling consumers an unforgettable experience and that is exactly what we aim to do.”
William Grant & Sons Global Travel Retail Regional Director for Europe and Americas Rufus Parkinson said: “Following a very successful first launch at Frankfurt Airport in August, we’re delighted to bring the Hendricks Gin Perfumery to consumers travelling through Paris CDG. The brand is well-known and admired as a colourful and imaginative disruptor in the gin category in travel retail and The Hendrick’s Gin Perfumery is the latest example of the brand’s delightful idiosyncratic touch to the business.
“The Perfumery not only provides stressed travellers with some relaxing fun and a moment of refreshment, but it also offers an informative angle, pointing out that Hendrick’s lives up to its ‘curious’ title. The gin is oddly infused with rose and cucumber, a key point of differentiation for the brand in the crowded gin category.”
Hendrick’s new summer ‘Refreshingly Curious’ campaign visuals feature prominently throughout the space. The same visuals, which feature evocative cucumber-inspired illustrations, also feature in a high-profile OOH media and digital screen campaign throughout Paris CDG. ✈
