Grey Goose Brand Undertakes Marketing Shift in Major New Campaign
Premium vodka brand Grey Goose is gearing for its first ever lengthy marketing campaign, titled "Fly Beyond", in the attempt to increase its market share over competitors.
Hollywood director Nicolas Winding Refn has been taken on board to make a short film depicting the origins of the French brand and its creator Francois Thibault.
The campaign, due for launch nationwide on 28 October, highlights how Thibault's background as a Cognac master influenced the choices he made when developing Grey Goose vodka.
It will be supported by updates to the brand's on-trade merchandise, experiential activity, and a social media drive to recruit advocates.
This is a major change in direction for the Bacardi-owned brand - since it was first introduced in 1996 the approach has been to focus on promoting its super-premium status rather than its origins to resonate with drinkers.
A spokesperson for Grey Goose has stated that because interest in the craft of alcohol brands is growing amongst younger drinkers, they have been forced to adopt a more "extrinsic" marketing strategy to boost their reputation for "exceptional quality".
The company further claims that where their previous strapline of "the world's best tasting vodka" showcases their premium credentials, the upcoming "Fly Beyond" campaign offers more opportunity for drinkers to identify with the brand itself.