- New campaign offers a fresh and vibrant twist on a classic cocktail, emphasizing why GREY GOOSE vodka shines as the best vodka on the bar cart
- ‘Vive La Vodka’ kicks off the brand’s holiday season activity, including a global influencer campaign and custom cocktail kit made in partnership with Alessi
GREY GOOSE Vodka is inviting consumers to a cocktail party unlike any other with the debut of its joyful new campaign film Vive La Vodka! Launching today, the 30-second spot showcases a lively soirée in which an effortlessly stylish crew of guests mirror the creation of one of the most revered and timeless cocktails with the smoothest vodka on the bar cart: the GREY GOOSE martini cocktail. As the drink is created, viewers are encouraged to “Do the ‘Tini,” a set of infectious and irreverent dance moves —”Le Chill,” “La Goose,” “Le Stir,” and “Le Twist”— that accompany each step of the serve, from the pouring of the vodka to the finishing garnish. The dance ends in a family portrait in motion, as the guests come together and the camera pans to the final shot of the perfect GREY GOOSE martini.
“We’re thrilled to debut one of our most spirited campaign films yet,” said Martin de Dreuille, Vice President Global Marketing of GREY GOOSE® vodka. “The vodka martini cocktail is one of the most iconic cocktails in the world, beloved because it’s both simple and versatile. While there are myriad ways to craft the cocktail, the type of vodka used can make or break the experience. This is not only an ode to the worldwide ubiquity of this cocktail, but also a celebration of the natural, quality ingredients that elevate a GREY GOOSE martini cocktail above the rest. We invite consumers to take in the joie de vivre of this film and rediscover the inimitably smooth and exuberant GREY GOOSE martini cocktail along with it.”
Vive La Vodka was brought to life by GREY GOOSE creative agency MullenLowe LA and directed by famed choreographer Ryan Heffington, known for his award-winning dances for music videos such as Sia’s “Chandelier,” as well as collaborating with Spike Jonze on commercials for Kenzo and Apple. Heffington created a series of uniquely fluid, Fosse-inspired movements to embody GREY GOOSE vodka’s signature silky texture and the sensorial feeling of creating a martini cocktail.
The campaign is launching in the midst of a global martini resurgence. GREY GOOSE remains the #1 vodka recommended by bartenders as the base ingredient. The cocktail is trending online, with “martini cocktail recipes” averaging over 60,000 organic Google searches per month and the use of the martini cocktail glass emoji spiking on Instagram this past September (up more than 250% from August alone).
Vive La Vodka can now be seen in 30, 15 and 6 second versions across a variety of platforms, including TV, online video, and on the brand’s social channels. To complement the film and build on the cocktail’s social momentum, GREY GOOSE will also be launching a multi-phased influencer campaign, engaging with talent around the world to share a wide variety of martini recipes throughout the holiday season.
Furthermore, for consumers stirred to make their own martini cocktails over the holidays, the brand has launched an all-new cocktail kit in partnership with renowned Italian design factory Alessi. Featuring a 750ml bottle of GREY GOOSE vodka alongside a custom Boston shaker, cocktail measure, bar strainer, and stirrer, the design for each item was inspired by the lunar universe—crafted in stainless steel, with refined, shiny finishes that give off a unique silvery glare. The GREY GOOSE x Alessi cocktail kit is available now in the UK for £200 and can be purchased at The Drinks Drop
For more information on Vive La Vodka campaign or the GREY GOOSE x Alessi Cocktail Kit, please contact [email protected]