Hendrick’s Gin aims to become the most loved and talked about super-premium spirit amongst trade and consumers, as well as to recruit new gin and white spirit drinkers while retaining the fanatical loyalty of current fans. The objective of the Enchanted Forest Program was to create a high-impact experiential event that drove consumer and media engagement and created a swell of media buzz around the brand. The goal was to develop a program that delighted traditional gin drinkers and captivated other premium spirit drinkers (e.g., vodka) by showcasing how Hendrick's transcends the traditional gin category.

The events produced a 175% increase in RM programme opt-ins for the 2 target markets in which they were held, a gain of 1,181 new people enrolled. Additionally, Facebook ‘likes’ increased by 5%, from approximately 38,000 to 40,000 in the month between the time the program launched and the post-event communications. Lastly, there were 322 media placements made, generating over 226m impressions with coverage in 42 unique publications.

Momentum worked with interior designer Miguel Calvo to completely transform empty, raw spaces in San Francisco and New York into a truly unusual and unique living advertisement for Hendrick’s Gin. Featuring a living moss floor, a snow machine, trees growing out of concrete floors and a host of other enchanted decorative elements, the focal point of each space was the tree house bar, which provided a space for us to deliver unique cocktails and performances by the likes of Bindlestaff Family Cirkus and the Frisky Frolics Band.

Hendrick’s Gin, via Momentum, composed a series of events to live up to its reputation as a ‘most unusual gin’. Every corner of the space had something unique to delight the senses…enormous mushroom gardens, a birch forest, up-lit fountains, moss-covered animals, a tree-house bar, real tree stump seating areas…all discovered as consumers walked along mulched trails, with music and entertainers enhancing the atmosphere!