Hendrick’s Gin Day of the Dead media drop
The Challenge
To introduce South Africans to the international Day of the Dead and leverage Halloween - which isn’t a widely celebrated public awareness day in South Africa.
With minimal execution time and being briefed two days prior to Day of the Dead, we conceptualised and implemented quirky hampers, which were delivered to media with an influential online presence. Despite the limited budget, the media drops resulted in a 100% hit rate, securing 7 pieces of publicity for the brand:
Number of online pieces: 17
Number of broadcast pieces: 01
Total number pieces: 18
Total Ad Value: R 201 331,15
Total Audience Reached: 1,715,835
ROI: 1:20
Our Approach
  • Hendrick's Gin themed media drops were delivered to seven influential Cape Town based Bloggers and Online Editors, containing a bottle of Hendrick’s Gin, graveyard inspired cupcakes and a brand book of cocktail recipes
  • Secured added value publicity for the brand, by pitching a unique cocktail recipe, La Calavera Catrina (The Dapper Skeleton), that was exclusively designed in aid of the day