Hendrick’s is rolling out its first new gin in nearly a decade, “Another Hendrick’s,” and it’s keeping the launch firmly in the real world—with a theatrical twist. The bottle blends the brand’s usual rose-and-cucumber base with orange blossoms and cacao beans. Instead of leaning on a standard media blitz, the brand built a global campaign around getting people to physically show up and participate.
The centerpiece is “Hendrick’s Anotherland,” a series of live activations across the U.S. and internationally, starting in New York City April 17–18. The NYC kickoff is a participatory theater experience developed by Dr. Ilana Gilovich (whose credits include “Sleep No More”), guiding guests through a maze of rooms, performances, characters, and tastings—basically experiential marketing for people who like their cocktails with a side of narrative weirdness. As Hendrick’s VP of marketing Michael Giardina put it: “Hendrick’s Anotherland embodies the brand’s experience-first ethos and invites longtime fans of our gin to experience a new dimension of Hendrick’s, while simultaneously opening the door to a new wave of imbibers to explore the category.”
To extend beyond ticketed moments, the campaign also runs online via short Instagram films that mix surreal botanical visuals with animated environments inspired by the Hendrick’s Gin Palace in Girvan, Scotland. Those films were created by Ace of Hearts alongside AI artist David Szauder—one of the clearer “emerging tech” tie-ins here, using AI-assisted artistry to scale the brand’s oddball world-building. Next stops for the live run: Los Angeles, Chicago, and Miami in May.
Read more at MediaPost.