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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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