The Whimsical Watering Can Merchandising

The Background & Brief
Hendrick’s has long been an icon in the gin category, but in an ever-evolving market, staying top of mind requires fresh thinking. As part of its mission to reclaim its legendary status, Hendrick’s tasked Boundless with creating a Global Travel Retail (GTR) exclusive gift that would not only surprise and delight consumers but also strengthen brand equity in a way that felt unmistakably Hendrick’s. The challenge? To craft a gift that seamlessly tied into the brand’s “Refreshing Encounters” campaign, drive sociability with consumers and offer long-term potential—something collectible, purposeful, and rich with storytelling that could be refreshed year after year.

The Strategy
At the heart of Hendrick’s lies its eccentricity, and no symbol is more synonymous with its unconventional charm than the humble cucumber. Rather than settling for a decorative object destined to be forgotten, we set out to create something with genuine purpose – an item that consumers would want to use, display, and talk about.
We also had to navigate the uniquely competitive landscape of GTR, where brands fight for attention in an overwhelming sea of visual noise. To cut through, we needed to do more than stand out – we needed to zig where others zag. That meant embracing the unexpected and delivering something that would not just capture the eye but also spark curiosity and conversation.

The Creative Process
From the very start, one idea kept rising to the surface – the whimsical watering can. It was bold, it was playful, and it was unmistakably Hendrick’s. More than just a striking piece of secondary packaging, it had a real-world function: to spread the joy of growing cucumbers, quite literally sowing the seeds of Hendrick’s peculiar world and perfectly aligning with the brand’s summer campaign “Refreshing Encounters”. Inspired by master distiller Leslie Gracie’s deep passion for botany, this gift celebrates the natural world that gives Hendrick’s its signature character.

Beyond its disruptive shelf presence, the watering can also plays a role in encouraging confident hosting. More than just a garden essential, it doubles as a cocktail pourer, adding a theatrical flourish to any gathering. This is about making moments more playful, more memorable, and more unmistakably Hendrick’s.

This isn’t just a limited-edition gimmick; it’s a long-term platform that can evolve year after year, keeping the brand fresh and continuously engaging consumers in new and unexpected ways. With this launch, we’re not just offering a gin gift; we’re inviting consumers to step into the wonderfully weird world of Hendrick’s and become part of the story. And this is just the beginning – watch this space for how this gift will get even better next year.

For Retail merchandising, we emphasised the watering can silhouette, blowing it up to mimic the design of the gift pack itself. It further builds on the brand’s key brand asset, the black bottle – now so famously synonymous with Hendrick’s. The spout perfectly doubles up as a serving and tasting tray for consumers to sample a refreshing serve. The unit sits proudly on a waterlily pad amidst Hendrick’s Refreshing Encounters comms campaign look and feel.

Results, Value & Impact
Early sales in Summer 2025 are better than expected. 4 out of 5 Hendrick’s bottle sales in GTR are with the whimsical watering can, and plans are now being put in place to bring the gift back bigger and better in year 2.