Blog

Hendrick’s gin: How to do a TV booze commercial

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.

• The animation, a cross between Terry Gilliam and William Gibson. It fits perfectly with the rose and cucumber line.

• 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.

No wonder I worry about the future of the wine business.

Video courtesy of Hendrick’s Gin via YouTube, using a Creative Commons license

More about TV wine ads:
What was James Mason doing making a Thunderbird TV commercial?
Is this the greatest TV wine commercial ever?
TV wine commercials aren’t getting any better

(Visited 1 times, 8 visits today)

Leave a Reply

Your email address will not be published. Required fields are marked *
You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

This site uses Akismet to reduce spam. Learn how your comment data is processed.