Hendrick’s Extraordinary Roving Bus for Exceptionally Refined Travel (H.E.R.B.E.R.T.), launched last night (19 July), and is tempting consumers to enjoy the perfect Hendrick’s gin & tonic with a slice of cucumber, gin cocktails and cucumber macaroons.
The activation aims to provide an escape for Londoners frustrated with travelling on public transport, with 40% believing summer is the worst time to travel, according to the brand. The bus will receive guests between 21-29 July (excluding 25 July), between the hours of 4pm and 9pm.
Passengers can board the bus at various stops located on Victoria Street in Westminster, Southbank Theobalds Road in Holborn or Euston Road in Kings Cross.
Passengers are invited to share their travel woes (or triumphs) with a tweet to @HendricksGinUK using #HendricksMinistry.
Sam Bovill, senior brand manager at William Grant, said: "As we were one of the first craft gins that brought unusual infusions into the marketplace, such as cucumber essence and rose petal, we want to appeal to curious individuals who like to discover new things.
"Historically we have done lots of immersive events to build brand advocacy and drive word of mouth and that’s an element we are keen to keep, but we also need to bring more people into the usual world of Hendrick’s Gin."
Bovill added that the brand explored its consumers’ passion points and interests and travel was one feature that came up.
"On the flip side of that, consumers also spend a long time commuting, which is a mundane and frustrating experience. So we thought it would be a beautiful juxtaposition to bring a little bit of Hendrick’s humour and its unusual world to consumers."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.