On November 30th, in Toronto, Canada, The Hendrick’s® Gin revealed a whimsical and unusual spectacle unlike anything the world has ever seen before: The Hendrick’s® CORGAN, or rather, the “Cucumber Organ of Remarkably Glorious Auditory Nirvana”.
The Hendrick’s® CORGAN is the first of its kind, built completely from scratch using technology created specifically for this occasion. Hendrick’s uses two very different types of stills in the production of their small-batch gin – an antique Bennett from 1860 and a rare Carter-Head still. Both hail from the opulent Victorian era, which is where they drew their inspiration for the design of this extraordinary apparatus. The actual organ keys are made of real, whole cucumbers – 49 to be exact – which harness the energy of touch to translate electric currents from the organist’s fingertips though each individual cucumber, and the result is a glorious composition of notes arranged into some of the worlds most beloved and unusual organ-inspired melodies.
Not only is this a first endeavor in the world of instrumentals, it is an Eaton Centre first as well. During the afternoons of Nov 30th and Dec 1st, between 2:00 p.m. – 8:00 p.m., adult (legal drinking age) shoppers had the opportunity to experience the first-ever consumer facing alcoholic beverage tasting to take place inside the shopping centre, imbibing in a remarkably tiny and tasty Hendrick’s® Gin & Tonic in miniature tea cups.
Designed to captivated the hearts and imagination of thousands of holiday shoppers, the Hendrick’s® CORGAN was not only a hit on site, but also went viral in the media and on social media, being picked up in National and International news and Social Channels.
To date, this unique, whimsical and peculiar program has netted over 96 million earned media impressions through 261 pieces of coverage.