Hendrick's pushes out the 'most unusual' V-Day campaign with cucumber and gin bouquets

Global creative innovation network Iris Singapore has partnered with Hendrick's Gin to build a bold and unorthodox Valentine's Day campaign. Titled "A Most Unusual Valentine's", the campaign will see social, digital and on-trade activations.At the heart of the campaign are cucumber bouquets with a bottle of Hendrick's Gin, which is touted to be an unique declaration of love. They are up for sale on its online store, www.HendricksVDay.com, starting 8 February 2019. From 13 to 17 February, customers can also redeem specially designed, limited-run Valentine's gift boxes with unusual gifts and cheeky Valentine's cards, with every purchase of a Hendrick's cocktail in over 20 outlets around the island.The move celebrates Hendrick's gin, which is made of an infusion of rose and cucumber.William Grant & Sons' Charlene Low, who is the regional brand manager of Hendrick's Gin said, "This twist on tradition is very much on brand - the cucumber bouquet accentuates the sum of its parts and is a unique representation of what Hendrick's. Hendrick's knows that the rose is nothing without the cucumber. Separately, they're typical; together, they become delightfully peculiar."On the note of subverting Valentine's Day traditions, Hendrick's is also asking customers to swap engraved jewellery for engraved cucumbers. Hendrick's is working with artists from The Workroom to etch in customers' heartfelt and romantic messages on delicate cucumis sativus.On Hendrick's Gin SEA Facebook page, fans can also participate in a competition to win a 50-Cucumber Bouquet, aptly named the "Cu-lossal", by submitting an unconventional Valentine's poem."Valentine's Day is a cluttered and conventional space, so we wanted to celebrate the occasion in a way that only Hendrick's could. We all know roses are synonymous with Valentine's Day, but you might not know that Hendrick's Gin is made of a unique infusion of rose and cucumber, giving us the perfect opportunity to revive the tired rose by celebrating its very special relationship to the cucumber, in all its quirky glory," says Iris Singapore's account director Cheryl Cheong.