Bacardi launches £25m global Grey Goose push

Grey Goose: the new campaign aims to evolve the brand’s ‘disruptive’ positioning
Grey Goose: the new campaign aims to evolve the brand’s ‘disruptive’ positioning

Bacardi is ramping up the luxury credentials and adventurous connotations of Grey Goose in a £25m-plus global campaign - the biggest to date for the premium vodka brand.

"La pursuit" is the first major work for Grey Goose by BBDO since it was named Bacardi’s sole creative agency in a consolidation in April last year. At the same time, all media responsibilities were handed to OMD.

A TV spot will debut in the UK on 7 June on Channel 4 and Sky, with a 60-second version rolling out in cinemas a month later. The ad continues the brand’s "Fly beyond" messaging, which was introduced in 2013 in a campaign based on the story of founder François Thibault.

It follows a group of thrill-seeking friends who board a huge white airship and embark on a global adventure, culminating in a movie screening in the clouds.

Tom Swift, global vice-president for Grey Goose at Bacardi, told Campaign the film was an evolution of the brand’s "disruptive" positioning. The previous work, he said, was about "the point of view of the brand – challenging, disrupting, leading in order to create something extraordinary".

Swift added: "When you start talking about that attitude, it’s important to tell your own story first. Now, what we’re doing is evolving the campaign beyond our own story into a more emotive, luxury world."

Grey Goose’s target consumers are "by nature, leaders and disruptors", according to Swift, and likely to be tech pioneers, entrepreneurs or in creative industries. He added: "They lead in everything they’re doing, whether that’s the business they’re driving or their passions."

The film is directed by Steve Ayson, while the director of photography is Robert Elswit, who won the 2008 Academy Award for Best Cinematography for There Will be Blood.

Alongside the TV spot – which will be supported by print, out-of-home, digital and social activity – Grey Goose is taking its experiential initiative La Boulangerie Bleue to more than 20 locations around the world. The pop-up, created by Ragged Edge, appears from the outside to be a traditional French bakery but leads to a hidden French Riviera-inspired beach scene.

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