Leading the agency team for the world’s most unusual gin.
Two years, two Cucumber Day’s, one giant rube-Goldberg machine, and hundreds of activations - all for the world of Hendrick’s Gin.
Hendrick’s Gin work was completed while Samantha was employed with Quaker City Mercantile.
130k
Engaged followers on Instagram (2017)
14%
YoY Growth (2017)
300k
Cases sold (in 2017)
“Samantha brought tremendous rigor to our processes, and she added an invaluable creative lens to our strategy. She is a sharp, reliable, and proactive problem-solver, and our Brand team had incredible trust in her. Simply put, Samantha delivers. Her skills, confidence, and passion make her a strong leader and I hope to have the opportunity to work with her again in the future.”
Cucumber Day
Hendrick’s, infused with rose and cucumber, decided it was only right to own National Cucumber Day, June 14th. Each Cucumber Day, Hendrick’s activated in a very unusual way. Whether with an airship and an ad in the New York Times, a two-day party on a pier in NYC, or a Giant Rube-Goldberg machine, Cucumber Day never disappointed.
Role: Global Account Director (Quaker City Mercantile), Strategy, Creative Direction, Vendor Management
In collaboration with: Momentum, Magrino PR, All Ages
Off-Premise & Ads
Table tents, shelf talkers, animated ads, swag, trolley wraps, and more. Samantha led a creative team of art directors and external agencies to create some of the most compelling and creative assets in the world of spirits.
