Grey Goose launches cinema campaign

31 October, 2013

Grey Goose has launched a £1.8 million marketing campaign including cinema ads that tell the story behind the French vodka.

A 90-second ad by film maker Nicolas Winding Refn tells the story of Grey Goose creator François Thibault, a Cognac cellar master who set out to create the world’s best-tasting vodka.

The campaign – called Fly Beyond – includes print and digital ads as well as experiential and online programmes aimed at getting consumers to engage with the story.

Thibault said: “In the beginning, I was considered a maverick, even an eccentric, for trying to make vodka in historic Cognac, France, from wheat no less. There were many naysayers and skeptics, and all were waiting for me to fail, but I knew I could prove them wrong and create a product that tasted unlike anything available.” 

Off-trade value sales of Grey Goose grew 48.4% in the past year, according to Nielsen, compared to 2.9% for vodka as a whole.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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