With COVID vaccinations rising and lockdowns lifting, many customers want to recharge this summer season, based on Martin de Dreuille, Vice President, Global Marketing for Bacardi’s Grey Goose vodka model. Grey Goose’s new “Pour Yourself Something Smooth” marketing campaign faucets into that sentiment whereas nodding to the model’s hyperlink with nature. In reality, a lot of the advertising and marketing going ahead for each the core product and the recently-unveiled Grey Goose Essences flavor-infused vodkas play up each.
But although the model, like customers, is keen to embrace a return to normalcy, Grey Goose is just not abandoning the pivots that helped it by means of the pandemic. “The core of the model is nature,” says de Dreuille, who particulars the origins of the one two elements of the core vodka: the wheat (“one of the best wheat you should purchase, from Picardy”) and the water (from a pure limestone properly in France’s Cognac area). The model is utilizing nature as a method to emotionally join with its audiences by means of experiences, he says.
Case in level: The marketing campaign’s advert and associated digital belongings don’t spell out the standard and purity of the elements or the manufacturing course of. Instead, they present a person who, as he sits on a chaise to get pleasure from a cocktail, slides out of the chair and alongside a curvaceous path in a picture-perfect panorama. “It’s not meant to painting nature however to indicate how the expertise of Grey Goose could make you are feeling clean,” de Dreuille explains.
Paying tribute to the fun of nature was additionally key to the spring Grey Goose Essences launch. There the marketing campaign targeted on a girl being enveloped by sleek whirlwinds and avalanches of flower petals and leaves. Platinum-selling singer/songwriter SZA, whose values and love of nature paired properly with the marketing campaign, served as inventive advisor.
Beyond the advert and digital inventive, Grey Goose and SZA partnered on a reside digital live performance scheduled for July 1. The present, referred to as “In Bloom,” might be a high-tech, multisensory expertise the place SZA will debut music from her upcoming sophomore album, aptly-titled “Sophomore.” Those who register on the Grey Goose website to expertise the streamed occasion will obtain a reduction code for a Grey Goose Essences cocktail package.
In common, cocktail kits have allowed Grey Goose to compensate for an incapacity to provide experiential activations through the pandemic. For occasion, when the 2020 U.S. Open tennis match banned attendees, the long-time sponsor partnered with Sourced Craft Cocktails to promote a limited-edition package on-line in order that followers watching at house may nonetheless benefit from the signature Honey Deuce cocktails that Grey Goose has bought yearly on the occasion. During the vacation season, Grey Goose added a classy replace of the Christmas sweater into the combo, promoting a limited-edition punch package that included a specially-designed sweatshirt by streetwear designer Anwar Carrots.
Offering these kits completely on-line was a part of Grey Goose’s elevated emphasis on digital through the previous 18 months. “It was essential for us to actually enhance our digital ecosystem,” de Dreuille says. That included guaranteeing that its companions ship a constant model expertise and bolstering its search optimization. Increases in Google searches for cocktail recipes together with Grey Goose’s optimization efforts led to an virtually one hundred pc improve in the model’s web optimization visitors through the previous 12 months.
Continuing with search optimization is without doubt one of the prime advertising and marketing ways de Dreuille has his eye on going ahead. Improving conversion is one other: “We’re taking the chance to have a a lot smarter method to our media buys and analyzing the response, whether or not search, social, TV…” A 3rd is QR codes. He asserts that QR codes on the again of the Grey Goose Essences labels, as an example, allow a “depth of storytelling and data” near the purpose of buy.
That’s to not say that Grey Goose is popping its again on what labored for the model pre-pandemic. TV will proceed to be vital and “experiential will play a task, greater than in the previous two to 3 years,” he says. “In the world of luxurious, experiential has an vital position to play emotionally.”
An instance of the model’s experiential activations: the Smooth Putt mini-golf occasions in Toronto, Montreal, Calgary and Vancouver this summer season. Adults can reserve a tee time for 9 holes of golf on a pop-up course and sip a Grey Goose cocktail. The activation permits attendees to savor the outside whereas additionally being aware of COVID-19 restrictions and considerations. “We need to take issues very severely but additionally be playful,” he says. “We have been engaged on how we wish to carry individuals collectively.”