#TBT to a most unusual event. Hendrick's (the Scottish gin in apothecary-style bottles) success was the main reason their parent company's operating profit jumped 10.6% one year. How did the "curious & unusual" brand do this?

Instead of targeting everyone, Hendrick's captured the hipster market (who want sophisticated exotic experiences but are allergic to mainstream marketing). They created magically immersive weird pop-up experiences to let hipsters experience the world of Hendrick's.

What does that world look like? Hendrick's "Emporium of the Unusual" events were full of ironic surprises like a wall with human hands "handing out" cocktails, a tightrope walker tiptoeing on Hendrick's bottles, and a woman on 20ft stilts hosting an invite-only tea party under her dress. There were hidden secrets everywhere to keep hipsters hooked and most importantly... asking for Hendrick's long after the event.

Sláinte!
- DTE