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Grey Goose teams up with tennis star Tiafoe
Bacardi-owned Grey Goose Vodka has launched a campaign with American tennis player Frances Tiafoe for the US Open.
In the campaign, Tiafoe is seen with the brand’s signature serve, the Honey Deuce, in three 15-second videos.
Alongside social media and YouTube, there’s also an out-of-home (OOH) spot for the campaign in New York’s Time Square.
Tiafoe said: “For me, style has always been another way to bring an upbeat energy to the court and have fun with it. Grey Goose is all about bringing that same energy to the US Open, and any fan of the tournament knows how iconic the Honey Deuce is.
“We had so much fun making this campaign and I’m excited to celebrate this US Open season with Grey Goose.”
To bring the campaign to life, US Open attendees over the age of 21 can message the brand’s official Instagram account with a photo of their tournament outfit, for upgraded seats and access to Grey Goose’s suite. The 18th message will be selected, to mark the partnership between Grey Goose and the US Open’s 18th year.
The brand is the US Open’s official Vodka sponsor and will also have branded cocktail bars in four locations on site at the tournament, which will be held at the USTA Billie Jean King National Tennis Center in New York from 26 August to 4 September.
Grey Goose’s North America vice-president of marketing, Aleco Azqueta, added: “Following our most successful tournament to-date, Grey Goose is excited to return to the US Open for our 18th year of partnership.
“In addition to his gifted talents, Frances is the embodiment of joyful style and spirit on and off the court. We’re looking forward to raising a Honey Deuce cocktail in his honour this year.”
In 2023, Grey Goose was the world’s seventh best-selling vodka brand, as reported in The Brand Champions 2024. It unveiled its ultra-premium expression Altius in April, with actor and musician Idris Elba enlisted to celebrate the launch.
Other spirits brands involved with tennis this year include Maestro Dobel and Aperol.
To watch the spot with Tiafoe, click the video below.
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