GREY GOOSE Vodka, the “World’s Best Tasting Vodka,” today announced the launch of its new “Discerning Taste” advertising campaign. Produced by New York-based @radical.media, the campaign is the brand’s first major advertising effort since its acquisition by Bacardi Limited in 2004.
A marked departure from the brand’s existing creative depicting bottle and cocktail images, the new campaign consists of four different print advertisements and three broadcast spots. Creative elements of the campaign capture particular moments, people, places, and events in the lives of GREY GOOSE consumers revealing their unyielding lifestyle of discerning taste.
The theme of the advertising platform further supports the brand’s commitment to represent more than just a spirit, but a luxurious lifestyle brand. The print composites expose the back stories of GREY GOOSE drinkers by depicting images ranging from an enjoyable round of golf to a spontaneous late night dinner with friends. These snapshot moments suggest that a GREY GOOSE drinker’s inherent eye for detail leads them to seek refined subtleties in more than just their vodka — but in all aspects of life.
“We are proud of our unprecedented leadership in the super-premium vodka category and we are confident this new lifestyle campaign will resonate with our brand’s core consumers,” said Monsell Darville, VP and Group Director of GREY GOOSE Vodka. “By distinguishing the mark of the GREY GOOSE as representative of the most discerning taste, we expect to further increase the impetus behind this icon,” Darville continued.
“This is a natural extension of the innovative programming initiatives we have worked on for GREY GOOSE. It provides us an amazing opportunity to continue a unique partnership to levitate the brand. The sophistication of their insights has contributed significantly to our collaboration and everything we have been able to accomplish,” said Jon Kamen, Chairman and CEO of @radical.media.
The advertising campaign debuts in conjunction with the U.S. Open Tennis Championships in which GREY GOOSE Vodka will be the Proud Promotional Partner of the tournament. The advertisements will surround broadcast coverage on the USA Network and will also appear on target outlets such as the Golf Channel, ESPN, and HD Networks and in print outlets such as BlackBook, Departures, GQ, Golf Digest, Travel + Leisure, Vanity Fair and Wine Spectator.
Blended and bottled in the celebrated Cognac region of Western France, GREY GOOSE Vodka is truly a unique offering. Every element that goes into its production ensures that GREY GOOSE Vodka stands alone as the “World’s Best Tasting Vodka.” The 80 proof super-premium spirit is packaged in beautiful frosted glass bottles, with a clear window in the shape of a Grey Goose silhouette that allows a peek at the flight of the Grey Goose across the majestic Massif Central Mountains. Each bottle is sealed with a cork stopper and an elegant foil closure. The GREY GOOSE portfolio is comprised of GREY GOOSE Vodka, GREY GOOSE La Poire, GREY GOOSE L’Orange, GREY GOOSE Le Citron and GREY GOOSE La Vanille flavored vodkas.