Creativity

Hendrick's Gin: Hendrick's Professional Companion

As the title suggests, Gyro's limited-edition "Hendrick's Professional Companion: Exclusively For the Valiant Individuals Involved in the Building of This Most Unusual and Wonderful of Brands," is limited to 300 copi

Published on Sep 11, 2007

Editor's Pick

As the title suggests, Gyro's limited-edition "Hendrick's Professional Companion: Exclusively For the Valiant Individuals Involved in the Building of This Most Unusual and Wonderful of Brands," is limited to 300 copies distributed to employees of William H. Grant & Sons, the parent company of Hendrick's. The book is 120 pages of brand-focused Hendrick's expertise, enhanced by popups, pullouts and a dial called "The Wheel of Botanicals." "Hendrick's gin continues on its short, squat Napoleonic march toward global domination," quips CD Steven Grasse, who notes that the Gyro-invented brand is now in 25 markets, with "Japan the latest country to discover its esoteric delights." (The Scottish oddity is known for its cucumbery concoction.) "The book is meant to intimidate the brand manager in a new country," Grasse explains. " 'Hendrick's is something special. A lot of care and love went into creating it. Treat it well!' "  And thanks to the brand's Gyro origins, "we continue to get very little creative direction from the client. We're simply told to come up with something spectacular, over-the-top and indulgent—within reason, of course."

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About

Credits

Date
Sep 11, 2007
Client:
Hendrick's Gin
Agency:
Gyro Worldwide Philadelphia
Creative Director:
Steven Grasse
Creative Director:
Jen Denis
Art Director/Designer:
Melissa Larsen
Art Director:
Ron Short
Copywriter:
Jerry Nomad

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