Grey Goose vodka is hoping to deepen its ties with the luxury consumer in the latest iteration of its Fly Beyond platform campaign, which has moved away from brand storytelling to focus on “emotive stories” around a luxury lifestyle.
The new global campaign, ‘La Pursuit’ is a continuation of the platform that launched in 2013 and this time follows a group of friends driving along a dirt road who follow a flying goose to an airship, an adventure that ends up with the group watching a French film projected on to a cloud.
Speaking to The Drum, Tom Swift, global vice president at Grey Goose, said that since the launch of Fly Beyond the platform has helped the brand to regain “a sense of buzz” meaning the time is now right to move the conversation on from its founder François Thibault.
“When we first launched Fly Beyond and told François’ stories that was really important at the beginning. We talked about what he went through and how he invented the product and that was hugely successful in reigniting the brand in North America and also in bringing the brand to new consumers outside of North America. Having done that for the last three years it was time to take the campaign to another level and start to create more of an emotive lifestyle and luxury world.”
In addition to the campaign, the first to be created by Grey Goose’s global agencies BBDO and OMD, extensive experiential activity will run in tandem as the brand looks to tap in to the luxury audience’s desire for experience over product campaigns.
This will comprise the Grey Goose Boulangerie Bleue, a French bakery style pop up that will appear across the globe to offers consumers drinks, pastries and other foods (all made from the same wheat that the vodka is created from) before they step through a secret door where a beach scene is revealed.
It’s this activity, alongside different types of content, that Grey Goose believes it will make the brand stand out in a much crowded drinks market.
“In order to stand apart and in order to be recognised you have to have an authentic approach and you have to have something that is related to and inspired by the birth of the brand. That is why we feel so strongly that Fly Beyond is a long term campaign and we will continue to evolve and get stronger, and you combine that authenticity with the quality of work in terms of content and experiences and that is the most powerful way to stand out and to bring some value.”