The creative PR agency TRUE set up the world's first underwater bar in an Aquarium in Madrid to present 'Neptunia', a new Hendrick's product made with Scottish marine botanicals. … read moreThis immersive experience allowed influencers, journalists and the general public to enjoy a gin and tonic in an underwater bar two meters deep with marine species such as sharks, rays and turtles. The bar, measuring 4.37m x 2.94m, was designed with the advice of a team of biologists and oceanographers to use materials that are sustainable with the marine ecosystem. The system used for underwater drinking consisted of pressurized watertight glasses and state-of-the-art scuba tanks that allowed attendees to breathe without an oxygen tank. During the event, there were workshops in collaboration with Project Seagrass and National Geographic about the importance of caring for seagrass meadows with oceanographer Filiberto A. Medina and marine biologist and explorer Manu San Felix. In addition, 2% of Neptunia sales were given to the marine conservation charity Project Seagrass to actively collaborate in the care and restoration of Posidonia. Neptunia Pubmarine' became Hendrick's most successful launch in its 20 years in Spain, generating a PR Value of 31.3M€, an Ad Value of 12.5M€. Moreover, 1,300 media in 34 countries, including Forbes, GQ, NBC and National Geographic talked about the action. In addition, with this action the brand increased its sales by 10%, surpassing pre-pandemic levels and half of its annual sales target. Neptunia is inspired by Scottish coastal air and has been developed by Hendrick's master distiller Lesley Gracie. It incorporates a combination of cucumber and Hendricks rose, marine botanicals and a citrus finish.
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