Grey Goose and Zoe Saldaña Unveil the Ultimate European-Inspired Relaxation Campaign
The Campaign Overview
When it comes to luxury vodka, Grey Goose is a brand that knows how to capture attention. Just recently, they announced a captivating global campaign starring the celebrated actress Zoe Saldaña. The initiative aims to encourage consumers to embrace moments of pleasure rather than succumbing to the relentless pressures of productivity. The campaign is set to debut on June 12, and it promises to whisk us away to a world of leisure and indulgence.
An Embrace of European Culture
The campaign, titled “Grey Goose Hôtel,” is the brainchild of Grey Goose and their creative partners at BBH USA. The concept is steeped in European tradition, emphasizing the significance of extended vacations and a slower pace of life. Saldaña’s involvement is particularly fitting; her star power serves as a perfect backdrop for a message focused on enjoyment and a stylish lifestyle.
This campaign is not just about vodka—it’s a cultural commentary, juxtaposing the American hustle with Europe’s laid-back vacation ethos. With nearly 80% of Americans feeling burned out, as noted by Fortune, there’s no better time to introduce an antidote that invites people to slow down and savor life.
Media Strategy and Major Events
Grey Goose is serving up its message across multiple platforms, including linear TV, online videos, and social media. Advertisements are strategically placed during major summer sporting events such as the NBA Finals and the U.S. Open Golf Championship, ensuring that the campaign resonates with a broad audience.
Film Magic in Lake Como
At the heart of this exquisite campaign are a series of visually stunning video spots shot at Lake Como, Italy. Directed by Martin Werner, the lead video—titled “Last-ish Call”—features Saldaña embarking on a whimsical adventure as she gathers cocktail supplies once the bar closes. This charming portrayal is a delightful invitation to appreciate the finer things in life, with a follow-up spot, “Not So Dry Martini Cocktail,”** set to unveil in mid-July.
In-Person Activations to Extend the Experience
To deepen audience engagement, Grey Goose plans a series of in-person activations throughout the year, allowing consumers to fully immerse themselves in the Grey Goose experience. Saldaña will also be sharing her cocktail wizardry on Instagram, featuring her signature creation, Le Zoé Spritz.
Premiumization and Consumer Demand
As the demand for high-end spirits surges, Grey Goose continues to position itself as a premium brand. Recent offerings, including the launch of Grey Goose Altius, highlight the brand’s commitment to quality as they strive to meet consumer expectations.
A Growing Trend in the Spirits Industry
Grey Goose isn’t alone in promoting work-life balance this summer. Other brands, like Malibu, are also sending messages to consumers to take time for themselves. Featuring actor Brian Cox, Malibu encourages people to step back and enjoy the season, solidifying a growing trend within the spirits industry that recognizes the need for self-care.
By embracing a European-inspired ethos and championing the importance of leisure, Grey Goose and Zoe Saldaña have crafted a campaign that invites all of us to slow down and indulge. After all, life is too short—let’s savor every moment!
