Hendrick’s Gin: The CucumBar
StickyGinger launched Hendrick’s The CucumBar, a game-changing activation that redefined how premium spirit brands engage with audiences in the UAE’s restrictive market. This immersive pop-up bar, unveiled at The Westin’s Bubbalicious brunch, provided Hendrick’s with a unique platform to tell its story, drive engagement, and increase brand visibility in a creative yet compliant manner.
We crafted an integrated campaign that transformed restrictions into opportunities, blending creativity with compliance to spark curiosity and engagement.
Immersive Launch: A handpicked guest list of 20 key media and influencers received personalised invitations for the launch at Bubbalicious brunch.
Cucumber Day Delight: To celebrate Hendrick’s iconic Cucumber Day, we hosted the Cucumber Conundrum dinner – a theatrical, mystery-themed event at The CucumBar, attended by influential personalities.
UGC-Driven Buzz: We delivered mystery-themed kits to media and influencers, inspiring curiosity and user-generated content (UGC).
Iconic Exchange Revival: We reintroduced the Cucumber Exchange, allowing consumers to trade digital cucumbers for Hendrick’s & Tonic cocktails at over 100 bars across the UAE.
Strategic Partnerships: Paid media collaborations with Esquire ME, Lovin Dubai, What’s On, and Time Out ensured widespread coverage, supported by a tailored press release campaign for organic reach.
The Impact:
The CucumBar was a game-changer, driving significant UGC, securing extensive media coverage, and setting a new benchmark for spirits marketing in restricted markets.
3.4M
114
$1.1M+
Tickets to the Cucumber Conundrum sold out in days.
Hendrick’s achieved unprecedented visibility and consumer engagement.