Great article on Hendrick's gin
Brief extract from the excellent adliterate blog:
"Stop brushing the 'mother's ruin' heritage under the shag pile but embrace it with the ferocity of a dog on heat. Wallow in the debauched world of 18th century London whose 17,000 gin houses were rapidly sending the capital to the dogs. In particular design your bottle to look like something straight out of Hogarth's Gin Lane. This will give you stand out on the back bar, curiosity value and a way in to a wonderfully rich visual language.
Wrap this counter category approach up in a personality that revels in the unusualness of the product - maybe publishing your own newspaper, holding an annual Chap Olympiad, encouraging bartenders to play croquet or providing rushed commuters with momentary relief."
For the rest of the post click here and explore the links.
It's a great case study of how to launch a brand into a stagnant market and highlights that using the internet in the spirit of the brand is a very powerful tool. What I like most is their use of well thought out merchandise that people actually want in their lives. This brand has Ooze written all over it.