Grey Goose launches “most powerful marketing effort to date”

Bacardi has launched a global marketing push for Grey Goose vodka which educates consumers about the brand’s history.

The multi-million dollar Fly Beyond campaign tells the story of Grey Goose creator Francois Thibault and communicates the provenance of Grey Goose vodka.

Bacardi said that the campaign appeals to “sophisticated consumers” who “care deeply about where their products some from”, adding that these customers “value quality, style, authenticity and craftsmanship, and they want to know the story of their favourite brands”.

Said to be the brand’s “most powerful integrated marketing effort to date”, Fly Beyond will be supported by 30, 60 and 90-second television advertisements directed by film-maker Nicolas Winding Refn, together with print, outdoor and digital executions.

The campaign will also use 3D technology to convey the illusion of flying geese on digital billboards in New York and Las Vegas. Later this month, consumers will also have the chance to feature on one of the Times Square Grey Goose billboards by submitting pictures through Instagram, Facebook or Twitter.

Personalised Grey Goose mixology lessons broadcast through YouTube are set to follow the launch, as will a four-day pop-up experience in New York’s West Village.

“Fly Beyond is more than a campaign for us,” said Lyle Tick, senior global category director for Grey Goose vodka. “This campaign gives people something new to discover about a brand they thought they knew and helps them understand why Grey Goose does, in fact, Fly Beyond.”

Grey Goose’s Fly Beyond campaign will first launch in the US before rolling out globally over the coming year.

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