Drinks Brand
Product positioning and launch of an extraordinary new collaboration between Grey Goose and Alain Ducasse.A new liquid for a new night-life occasion.
WE PARTNERED ON
Product positioning, communications strategy, launch, design and photography.
Brief
Grey Goose Interpreted By Ducasse is a collaboration between three Michelin-starred chef, Alain Ducasse and François Thibault, the brand’s Maître de Chai. We helped Grey Goose define the product’s positioning and led a global influencer launch in Paris.
Product positioning
Alain and François conceived this unique expression of Grey Goose as the perfect end to a meal. While traditional digestifs tend to signal the end of the evening, there was an opportunity for Grey Goose Interpreted By Ducasse to tap into vodka’s perception as a naturally higher-tempo spirit. With consumers moving away from night clubs in favour of late-night dining, this made the liquid a perfect fit for this new drinking occasion.
Influencer launch
We led a team of agencies in creating a spectacular global preview event in Paris, then created a comprehensive toolkit outlining how to launch the product in markets.
For one night only, a late-night members club welcomed influencers and celebrities for an evening of cocktails and gastronomy. A high energy tasting experience, with food by Alain Ducasse, was followed by a live performance by Lianne La Havas.
We worked with APR Communications, NP+Co and Brand Revolution to deliver an event that bought the product to life through an unforgettable experience.
Disruptive invitations
We created a range of printed collateral for the launch, including an invitation engraved onto a sheet of glass.
Global launch assets
We created a complete set of assets to launch the product to consumers. This included a suite of photography by Richard Moran that showcased the creators, the bottle and the new signature serve, Grey Goose Dans Le Noir. This was supplemented by a global launch toolkit featuring everything from key messaging through to channel planning.
