This Hendrick’s gin TV ad puts most wine advertising to shame
A friend of mine, a woman who hits the wine demographic sweet spot, doesn’t drink gin, doesn’t buy gin, and doesn’t like gin. So I asked her to watch this Hendrick’s gin TV commercial.
“Wow,” she said. “I want to buy Hendrick’s gin.”
In other words, one more example of how the booze business – save wine – understands TV advertising. We get the Roo; spirits drinkers get something clever and enticing.
What makes this commercial work?
• The bit about “oddly infused with rose and cucumber.” All gin is infused with herbal and vegetable flavors, but this ad defines the point of difference between Hendrick’s and other gins.
• No cliches. No almost naked babes, no wine drinking stereotypes, no frat house humor. This is a classy product, says the ad, and you’ll enjoy it. Would that someone in wine understood that approach.
I was talking to a friend the other day, a leading wine industry type, and wine marketing came up. His point was almost chilling: What passes for quality wine marketing, he said, is convincing people Carlo Rossi is a real person.
Video courtesy of Hendrick’s Gin via YouTube, using a Creative Commons license