1. 15/05/07
HENDRICK’S UNUSUAL 12 NIGHTS BEFORE CHRISTMAS
12th
December 2014- January 5th
2015

2. Objective of Activity
Inspire influential people in Dublin to talk about
Hendricks Gin and how unusual & cool it is. To
drive consumer awareness by building the brands
equity, cool credentials and word of mouth by
being unusual, quirky and self-ironic. The goal is to
get more people to discover Hendricks while still
earning the love of existing fans. Consumers want
it to feel like a discovery so they can tell their
friends.
Budget / Timing
• On Trade: 12 Nights before Christmas Pop Up Bar
within Meet and Meat
• Due to the success of the Pop Up , the event was
extended until the 5th
of January 2015
KPIs
- Key influencers attending/embracing the unusual
world of Hendricks.
-Engaging with influencers such as key bar owners
and staff and developing a long term relationship.
- Inspiring patrons to engage with the Hendrick’s
Social Media Platforms
-Create theatre & talkability!
-Strengthen Relationships with On Trade Partners
Mechanics
On Trade:
•A most peculiar affair where Hendrick’s Gin celebrates
an unusual interpretation of the’12 Nights of Christmas’
•The windows are dressed with a Hendrick’s inspired ‘12
Days of Christmas’ theme to evoke curiosity and
engagement with passers by and patrons.
•The interior of the venue, the entertainment and the
food and drink specials are also reflective of the ‘12
Days of Christmas’ to further engage with curious
patrons.
•Form an experiential escape within the Pop Up
that absorbs target consumers into the world of
Hendricks, in a way that gets them to share their
experience and help others discover the brand.
HENDRICK’S 12 NIGHTS BEFORE CHRISTMAS POP UP

3. HENDRICK’S 12 NIGHTS BEFORE CHRISTMAS
POP UP

4. HENDRICK’S 12 NIGHTS BEFORE
CHRISTMAS POP UP

5. HENDRICK’S 12 NIGHTS BEFORE CHRISTMAS
POP UP

6. HENDRICK’S 12 NIGHTS BEFORE
CHRISTMAS POP UP

7. HENDRICK’S 12 NIGHTS BEFORE
CHRISTMAS POP UP

8. HENDRICK’S 12 NIGHTS BEFORE
CHRISTMAS POP UP

9. HENDRICK’S 12 NIGHTS BEFORE
CHRISTMAS POP UP

10. HENDRICK’S 12 NIGHTS BEFORE
CHRISTMAS POP UP

11. HENDRICK’S 12 NIGHTS BEFORE
CHRISTMAS POP UP
• Media Coverage:
• http://www.image.ie/Events/The-Diary/Hendricks-Gin-Hosts-12-Nights-of-C
• http://www.herald.ie/news/hhh-the-curious-folks-at-hendricks-gin-
are-taking-over-meet-meat-on-south-william-street-for-a-unique-12-
nights-of-christmas-pop-up-there-will-be-everything-from-the-
classic-gin-and-tonic-to-some-hot-gin-punch-the-event-begins-
today-and-runs-all-the-way-up-until-christmas-eve-this-journey-into-
the-weird-and-wonderful-affairs-of-hendricks-gin-is-one-that-has-to-
been-seen-to-be-believed-30825034.html
• http://frenchfoodieindublin.blogspot.ie/2014/12/hendricks-gin-pop-
up-at-meet-meat.html

12. JENNY ANNE CORKERY
RICHMOND MARKETING
Many Thanks