Hendrick’s Gin promotion for Valentine’s day suggests romantics trade roses in for cucumbers

Hendrick’s Gin has launched an unusual Valentine’s Day promotion which seeks to replace the commonplace and cliched rose with a cucumber.

Created by Iris Singapore, the promotion riffs on the brand’s recipe which includes both rose and cucumber.

On offer as a part of the promotion, are bouquet arrangements with cucumbers taking centrestage, and which include a bottle of Hendrick’s Gin.

Consumers have the option of engraving their names on cucumbers, which according to the brand will make you “forget engraved jewelry.”

There is also a contest on social media with a 50 cucumber bouquet up for grabs, for the winner of a “quirky poem” contest on the alcohol brand’s Facebook page.

Speaking about the promotion, Hendrick’s Gin regional brand manager Charlene Low said: “This twist on tradition is very much on brand — the cucumber bouquet accentuates the sum of its parts and is a unique representation of what Hendrick’s is.”

“Hendrick’s knows that the rose is nothing without the cucumber. Separately, they’re typical; together, they become delightfully peculiar.”


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