KSL Teaches Grey Goose to Edit

If seeking to blur the line between editorial and advertising, KSL Media has arranged for Bacardi's Grey Goose Vodka to work with publisher Conde Nast on ads that are tailored to several of its magazine titles.

The campaign started with the current issue of The New Yorker. Grey Goose employed the magazine's cartoonists to create illustrations with the vodka brand as the theme.

Conde Nast publishes such magazines as Bon Appetit, Glamour, Gourmet, House & Garden, Self, Conde Nast Traveler, Vanity Fair, Vogue, and Wired. So far, KSL is working with Gourmet and Conde Nast Traveler on special postcard-like inserts that will mirror the respective magazine's editorial content, as well as provide various recipes on the back of the ad.

"This expands our relationship with Conde Nast that we began last year," said David Sklaver, president of KSL Media New York. "And with Grey Goose, we always try to do something that goes beyond simply placing an ad in a magazine or on TV. And this campaign does just that."

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