HENDRICK’S GIN X NEPTUNIA LAUNCH 2022
Role: Senior Producer
Agency: Momentum WW
Challenge / Objective: In March 2022, Hendrick’s Gin launched NEPTUNIA, the latest limited release from Master Distiller Ms. Lesley Gracie’s Cabinet of Curiosities. Infused with an uncannily refreshing blend of coastal botanicals, NEPTUNIA is inspired by the rugged and majestic sea that sits just two miles from Hendrick’s Gin distillery in Girvan, Scotland.
My team and I executed a multi-channel campaign with the goal of amplifying the visibility and reach of the all-new Hendrick’s NEPTUNIA Gin, leverage the innovation behind the Cabinet of Curiosities, immerse consumers into the world of NEPTUNIA through spa activation in downtown Manhattan, and engage consumers through a bespoke seeding kit that brings to life the magic of the sea.
Results: Our activation was a (3) floor spa take over at the AIRE Ancient Baths in New York with a single day load-in and (1) Press / Media Day and (2) Consumer days.
Live Days: Thursday, 3/24 (Press & Media) Friday, 3/25, Saturday, 3/26
PR Plan phased out into 6 key moments: the virtual press event, the product launch, the Hendrick’s NEPTUNIA Undersea Imaginarium & Spa, hosting media fly ins, Magic-of-the-Sea Spa Kit, and sustain pitching for the remainder of H1.
Total Placements (Media, Broadcast, and Social): 100
Total Articles: 76
Total Broadcast: 11
Total Spa Activation Articles: 15
Social Placements: 28
The immersive pop-up highlighted the Hendrick’s latest innovation launch, Neptunia. Guests in attendance experienced a progressive journey through the original Hendrick’s brand world down to the depth of the Scottish sea.
Peculiar engagements and unexpected “spa treatments” drove theatre and surprise & delight moments throughout. Treatments included the incredibly popular Octopus Tarot Reading, Serenity Sea Monster interactions, a meditative sea experience and an express aromatherapy ‘sea’ mist and ‘sea’ breeze. Attendees also had several photo engagement moments from a life size floral Hendrick’s Neptunia bottle to the ‘sea ball pit’ pool.
All guests enjoyed a complimentary Neptunia spa candle, lapel pin and spa slippers to take home keeping the brand top of mind after the event.
Sea-inspired bites were available and highlighted the Neptunia gin-ionette paired with freshly shucked oysters. The cocktail strategy featured mother brand serves and a mocktail option on the first level. Neptunia specialty cocktails were available from various service points throughout the bath level and were all incredibly well received by guests!
Overall we had over 20+ actors, (4) Audio engineers, (2) Lighting Directors, (2) Stage Managers, Fully fleshed out script and (4) months of pre-production.
HENDRICK’S NEPTUNIA UNDERSEA IMAGINARIUM & SPA
