It was created in the 1990s by Sidney Frank, who sold it in 2004 to Bacardi. Grey Goose is a brand of vodka produced in France. Clean and fresh, with a smooth, creamy texture. The campaign also helped Grey Goose secure additional listings in key accounts, alongside listings on the cocktail menu for key accounts.GREY GOOSE Vodka, From Cognac in France, this breakthrough wheat-based small-batch ultra-premium vodka has achieved global success and won a Platinum medal at the World Spirits Championship. In each city where the campaign was activated, sales of Grey Goose saw a significant and lasting lift. The camionnette was launched in Edinburgh and then rolled out across key cities across the UK, including Manchester and London.īacardi set up a national partnership with Harvey Nichols, creating ‘Boulangerie François Terrasses’ in London, Manchester and Edinburgh – three-month outdoor pop-ups where people could order bespoke Grey Goose cocktails paired with French pâtisserie. Bacardi organised the ‘Grey Goose Camionnette’ – a mobile martini bar disguised as a bread delivery van. Now it was time to take Boulangerie Francois across the country. And all of this helped to drive further PR coverage. The brand also established trade partnerships with nearby bars to spread the Boulangerie Francois experience across London. Not knowing what to expect, the guests arrived to discover the ‘Fly Beyond Bar’, a cocktail bar in which they could order classic French cocktails with a twist.īacardi also organised training sessions in Boulangerie Francois and even hosted a celebrity party for the Elton John AIDS Foundation. Grey Goose gets the award for best party invite Boulangerie Francois London pop up ( /FgQ6wcb9eb
The campaignīacardi launched Boulangerie Francois as a three-day pop-up on Shaftsbury Avenue, London.Īs with any good marketing campaign, the work going on around it – PR, social, and so on – was just as important as the event itself.īacardi targeted journalists and influencers by sending them baskets of ‘Grey Goose Bread’ along with jams made with each of the Grey Goose flavours.Īs for the boulangerie itself, it was rich in brand messaging, including a French baker explaining the story behind it while serving customers.īacardi also sent the journalists and influencers luxury wooden invitations, written in French, inviting them to a ‘soirée extraordinaire’.
The message was clear: ‘made from the finest French ingredients’.Īnd the experiential element of the campaign would allow people to absorb the brand’s story first hand. And it had to be intrinsic to the Grey Goose brand.īacardi decided to launch an artisan boulangerie – named Boulangerie Francois after Grey Goose creator Francois Thibault – that served bread made from the same French wheat used to make Grey Goose vodka. The story needed a powerful emotional hook, for starters. No easy task, but Bacardi decided that telling an interesting and engaging brand story was the best way forward.īut what story could represent Grey Goose in a way that makes it seem more valuable than a cheaper alternative brand?
To continue growing, Grey Goose needed to change that consumer behaviour. While people are generally happy to pay more for fine wines, champagne or whisky, this consumer trend doesn’t seem to apply to vodka. The core objective was to demonstrate to vodka drinkers why the Grey Goose brand was worth paying extra for. And most importantly, what the results were. I thought I’d dig into the campaign to see what Bacardi did and why.
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