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June 21, 2006

The Polar Opposite of "World's Favorite Brand"

I just spent 30 bucks on a product I didn't need, wasn't looking for, and never heard of. A piece of paper no bigger than a matchbook made me do it.

Here's the back story. I occasionally enjoy a martini. So I occasionally visit the liquor store to replenish my stock of gin. And last night, I made a discovery. There on the shelf was my favorite brand, in its tall, sleek bottle. Sitting next to it was another brand, in a short, squat, unassuming little crock. A small tag was hanging from its neck. The tag read: "Loved by a tiny handful of people all over the world. Hendrick's. It's not for everyone."

The little hang tag goes on to explain why everybody might not go for Hendrick's Gin. It's made in Scotland with "hints of coriander, juniper, citrus peel, rose petals - and a curious but marvelous infusion of cucumber." Yep. Cucumber. Standard on salad bars. In gin, not so much. And that's why, the tag says, "the sophisticated yet odd Hendrick's Martini is preferred by 1 out of 1,000 gin drinkers."

The brand is warning me that I probably won't like it. In fact, it's telling me the odds are 999 to 1 that I won't. Faster than you can say "reverse psychology", I'm heading to the register with a bottle of Hendrick's in one hand and my AmEx in the other. Half an hour later, I'm enjoying the "curious but marvelous infusion of cucumber." It's good. In fact, it's very good. So as I sip, I'm also savoring the possibility that, at that very moment, 999 other guys are someplace else in the world, spitting out their first taste of Hendrick's in absolute disgust. The schmucks. They obviously aren't "individuals who are truly excited about what is strange and different."

Yeah, yeah. I know it's all the fine work of some copywriter in Glasgow. But don't bring me down with any of your rational facts. I'm still enjoying the delicious fantasy that I'm one of the "tiny handful of people all over the world."

PLEASE NOTE: The above post was written by Joe Norris, an SHS managing partner and occasional contributor to AC.

Posted by John on June 21, 2006 at 01:15 PM | Permalink
Categories: Advertising , Brave New Marketing , Design , Food and Drink

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Comments

I love Hendricks, so I'm right there with you. I use to love Bombay Sapphire, but Hendricks is just so damn smooth!

Posted by:Christi Powell | June 21, 2006 at 03:07 PM

Smells of the Ketel One strategy.

Posted by:tom lout | June 21, 2006 at 04:09 PM

I've enjoyed Hendricks for nearly four years now. I purchased it a Berbiglia one evening after seeing that my usual Tanqueray Ten was out. There's just something magical about Hendricks, but there is also a fine line in your martini making that can make it not so tasty.

You have to keep your martinis a little on the dry side in order to appreciate the cucumber. If you start getting it too dirty, the taste of the cucumber and olive clash and muck up the whole thing.

Posted by:Jeremy Fuksa | June 22, 2006 at 09:23 AM

Cukes? Well, there is a very famous gin-based drink that features the cucumber -- the Pimms Cup, with Pimms (a gin-esque booze) -- so it's not COMPLETELY crazy.

I'd go for it. Which means the 999 people around me wouldn't.

Posted by:Corey Vilhauer | June 22, 2006 at 09:25 AM

If you like gin with a bit more too it, you'd probably also enjoy Bombay Malaca, it's very hard to find, but you might get lucky.

I stumbled across it in a little liquor store that stocked it particularly for one patron. Everyone that I have offered it to has loved it. Most bar tenders I've talked to have seen it in the liquor catalog from their suppliers, but few have actually ever tried it, even if they themselves stock it.

So keep an eye out. It's good. Gin and Tonic with Malaca almost tastes like you already put the lime in.

Happy Drinking.

Posted by:Dylan | June 22, 2006 at 10:45 AM

aha! anti-establishment strikes again! and wins!

Posted by:crazyvirgo | June 22, 2006 at 10:46 AM

If you like reverse psychology, you'll love Arrogant Bastard Ale. Read their label.

http://toddanthonydirect.typepad.com/the_bullshit_observer/2006/05/my_beer_is_high.html

Posted by:Todd | June 23, 2006 at 05:24 PM

I believe this gin was both created and marketed by Steven Grasse's Gyro Worldwide. It doesn't surprise me you were swept up in the allure - Gyro is famous for doing that (especially among the adver-savvy).I've had some phenomenal gin cocktails boasting Hendricks. It may be the only gin you can drink over ice without a mixer.

Posted by:James Helms | June 26, 2006 at 04:12 PM

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