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EXCLUSIVE: Grey Goose Embarks On Multi-Million Dollar Global Campaign

October 7, 2013

Bacardi is launching a multi-million dollar global ad campaign for Grey Goose vodka, “Fly Beyond.” Kicking off in the U.S. market today, the comprehensive push stars Grey Goose creator and maître de chai (cellar master) François Thibault and will focus on communicating the brand’s inception, production process and provenance. Following Fly Beyond’s U.S. debut, the campaign will roll out globally through the end of the year and into early 2014.

“It seems important today to reconnect to those consumers who have been passionate about the brand for so many years,” says Thibault. “Consumers today are more sophisticated than before, and they really want to know more about their favorite brands—including their provenance.”

Created by WPP, the push will comprise 30-, 60- and 90-second TV advertisements directed by filmmaker Nicolas Winding Refn, and will also span print, outdoor and digital platforms. Additionally, the campaign’s digital approach will include a short film created in partnership with YouTube. Available for viewing online on October 17, the film will offer an interactive experience detailing Grey Goose’s origins in the Cognac region of France, as well as a personalized mixology segment.

The fourth-largest vodka brand in the U.S. and an Impact “Blue Chip” brand, Grey Goose was up 0.5% in 2012 to 3.5 million cases, according to Impact Databank. Last year, Bacardi spent a total of $13.1 million in U.S. media advertising for the super-premium vodka brand, ranking it eighth among spirits brands, according to Kantar Media and Impact Databank.

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