Top drinks marketing campaigns and news: July

William Grant & Sons-owned gin brand Hendrick’s is attempting to make the Tube smell like cucumber and roses with an advertising campaign involving scented posters and the “UK’s longest floor wrap”.

Teaming up with ad agency Space, Hendrick’s has created a “first of its kind” tunnel wrap in King’s Cross St Pancras Station. With slogans including ‘undeniably peculiar, utterly delicious’; ‘hello curious commuters’; and ‘escape the conventional and embrace the delectable’, the campaign takes the form of floor-to-ceiling wall decorations in the brand’s signature Victorian Surrealism theme.

The scented posters, designed to replicate the key flavours in the gin, will create an immersive experience. The campaign launched in mid-July and will run until September.

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