Client: Grey Goose

Break through communication platform.

Grey Goose created the super premium vodka category and leveraged their win in a taste test as their entire brand platform. However, other super premiums were entering the market each making claim to the 'best taste' mantel.

Our Challenge

  • Evolve the current Grey Goose communication platform to a more single-minded proposition that drives both the functional and emotional aspects of brand preference and allows us to achieve the following criteria:
  • Enhance the perception of superiority of Grey Goose vs. all other vodka brands. Drive commitment of Grey Goose branded products among:
    • - Heavy Users
    • - Medium Users
    • - Light Users
    • - Prospects
    • - The Trade

  • Work across the entire Grey Goose product portfolio and communication touch points

Insight

All premium vodka’s taste (basically) the same to the unsophisticated palate. We needed to acknowledge the user as having ‘great’ taste and translate the brand to an arbiter of great taste in everything.

Idea

The discerning individual chooses only Grey Goose... The world's best tasting vodka.
Discerning individuals know and can discern the best in all aspects of their life. Others recognize their superior, refined taste level and aspire to be part of this exclusive/inclusive group.

Campaign - On Discerning Taste
Campaign Example - Print
Digital

Our digital strategy was to engage, inform and entertain site visitors by providing relevant and useful content to dimensionalize and make tangible the discerning taste positioning

Campaign Results
The campaign reasserted and expanded Grey Goose’s volume leadership and brand superiority perception across all brand dimensions. Created a timeless position in the market that is differentiating/ownable and sustainable.