Hendrick's Gin award collage

Hendrick’s® Gin Wins Gold at the 2017 Media Innovation Awards

Magazine article on PMA and Hendrick's CorganTORONTO, ON – December 12, 2017 – On Friday night, during the 2017 Media Innovation Awards, Hendrick’s® Gin and Peter Mielzynski Agency Canada were grateful to be honoured with not one, but two MIA awards. For the ideation, creation and execution of the one-of-a-kind Hendrick’s® Gin C.O.R.G.A.N. (short for the “Cucumber Organ of Remarkably Glorious Auditory Nirvana”), the Brand team received a Gold Medal in  the category of “Best in Alcoholic Beverages 2017” and were honored as the only spirit brand to be nominated in 2017. They also took home a Bronze Medal in the category of “Best Experiential/Special Events/Stunts 2017- Budget Over $100,000” (nominated alongside Netflix & Audi).

What made the C.O.R.G.A.N. so unique were the keys being made of real, whole cucumbers – 49 to be exact – which harnessed the energy of touch to translate electric currents from the organist’s fingertips though each individual cucumber. Unfolding for Holiday shoppers at The Toronto Eaton Centre in 2016, the Hendrick’s® Gin C.O.R.G.A.N. was built completely from scratch using new “Capacitive Sense Technology” to deliver a never-before seen botanically-inspired, auditory experience, featuring some of Toronto’s most highly decorated organists performing an array of holiday tunes for consumers.

The Hendrick’s® Gin C.O.R.G.A.N. was brought to life through the passion, determination and creative mind of Senior Brand Manager-Hendrick’s® Gin, Beth-Anne Perry and Derek Laurendeau of Jungle Media, and was handcrafted by experiential agency Ambient Squared and amplified via Public Relations efforts through AGM*PR.

“Hendrick’s® Gin is a remarkable brand and the C.O.R.G.A.N.  truly embodies the wonder and imagination that we hope to instill in those who discover it,” says Rob Malloch, Chief Marketing Officer at Peter Mielzynski Agency in Canada. “We could not be more thankful and honoured that the hard work that went into both imagining and creating the Hendrick’s® C.O.R.G.A.N to life has been recognized with such an esteemed and prestigious award.”

Hendricks Corgan“At PMA, each of our brand teams work to enhance and personify the unique characteristics of the products they are bringing to the market,” continued Malloch. “The Hendrick’s® Gin team, led by Senior Brand Manager, Beth-Anne Perry, worked tirelessly to make this delightful creation a reality, with the passion and support of our incredible agency partners and and we are incredibly proud of their award-winning achievement.”

Hendrick’s Gin is a deliciously super premium gin, made with a number of unusual twists to deliver a most curious arrangement. Unlike ordinary gins, Hendrick’s Gin is distilled in Scotland, in miniscule batches of only 500 litres at a time. Only Hendrick’s Gin is made with infusions of cucumber and rose petals, alongside a blend of 11 botanicals, producing a wonderfully refreshing gin with a delightfully floral aroma. Hendrick’s Gin is made in a combination of a Carter-Head and copper pot still, creating a divinely smooth gin with both character and balance of subtle flavours.

Founded in 1979, PMA is Canada’s leading wines and spirits agency. With its head office in Oakville, Ontario, and satellite offices across the country, PMA maintains a national brand management and sales team of over 90 professionals. PMA is a family company, that takes pride in the sales, marketing and distribution of many of the world’s finest wine and spirit brands, including Hendrick’s Gin, Reyka Vodka, Monkey Shoulder Blended Malt Scotch, Grant’s Whisky, Glenfiddich, The Balvenie, Gibson’s Finest Canadian Whisky, Sailor Jerry Rum, Two Oceans wines and Amarula Cream Liqueur.