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Grey Goose Interpreted By Ducasse

Grey Goose Interpreted By Ducasse

Product positioning and launch of an extraordinary new collaboration between Grey Goose and Alain Ducasse.

We delivered:

Product positioning, communications strategy, launch, design and photography.

Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse

Our approach

A new liquid for a new night-life occasion.

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.

Grey Goose Interpreted By Ducasse

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. 

Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse

Disruptive invitations

We created a range of printed collateral for the launch, including an invitation engraved onto a sheet glass.

Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse

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.

Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse
Grey Goose Interpreted By Ducasse

Work