HENDRICK'S ANOTHERLAND
The Ask
Launch Another Hendrick’s and build global cultural relevance without a traditional media budget.
The Idea
Design an experience platform engineered to amplify across markets, channels, and audiences.
The Need
Turn product distinction into cultural momentum that could scale beyond a single market or moment.
The Solution
Gradient created Anotherland as an amplification-first experience platform built to scale from launch activation to national and global execution.
1.1B+
IMPRESSIONS
25%
SHARE OF VOICE LIFT
$9.3M+
AD VALUE EQUIVALENCY
The Challenge
Launching the first new Hendrick’s gin expression in more than twenty years required breaking through a crowded category without the media investment typically used to drive awareness. While Another Hendrick’s introduced a distinctive botanical profile built around cacao and orange blossom, product differentiation alone would not create cultural relevance. The challenge was to make consumers experience the brand world firsthand while building a model capable of generating reach far beyond a single activation.
Street Facade Peepholes
90-min Immersive Theater
Multi-Room Narrative
Hendrick's Cocktail Journey
Chef-driven F&B
VIP, Media + Consumer Days
The Results
Anotherland demonstrated how experiential marketing can become a scalable distribution engine when designed for amplification from the outset. Momentum generated at launch extended through a national tour and a global rollout playbook, producing 1.12 billion impressions, a 25% share of voice lift, and $9.3 million in ad value equivalency while transforming a single product launch into a platform for sustained global visibility and earned media impact.
