Hendrick's Gin launched a localized version of their global campaign, "Put a Little Hendrick's in your Holidays," in South Africa. The primary goal was to establish Hendrick's cucumber cocktails as the quintessential holiday drink and position the brand as an ideal festive gift. To achieve this, the campaign focused on adapting the global message for South African audiences while creating a unique PR initiative that sparked curiosity. The targets included reaching 400,000 people and securing $50,000 in editorial coverage.

Key tactics included the installation of an eye-catching Hendrick's Gin Christmas Tree at Menlyn Park, one of South Africa's largest shopping centers, which maximized visibility and accessibility for potential customers. An exclusive media event was held to unveil the tree, offering media representatives an immersive experience with festive cucumber-inspired cocktails. Additionally, Hendrick's was featured in Menlyn Park's prestigious holiday gift guide, enhancing its visibility as a desirable holiday gift.

The results were remarkable: the campaign secured $115,000 worth of editorial coverage, exceeding the initial target by 130%, and reached an impressive audience of 8,155,078, far surpassing the goal of 400,000. This campaign not only highlights the agency's ability to creatively adapt global strategies to local contexts but also showcases its success in engaging a wide audience through innovative marketing approaches.