Continuing to ride the vodka martini craze, Bacardi’s Grey Goose Tuesday morning broke a campaign of that title for its recently launched bottled RTD brand, Grey Goose Classic Martini Cocktail.
MullenLowe LA’s campaign spots, directed by feature film director Autumn de Wilde, (“Emma,” “The Postman Dreams”) are, well, magical.
In one spot, the classic “shell game” is played with chrome cocktail shakers and a martini in place of traditional cups and ball. By spot’s end, the martini is transformed into a bottle of Grey Goose Classic Martini Cocktail.
In another spot, a magician “vanishes” a martini atop the podium to reveal a Grey Goose Classic Martini Cocktail bottle. Later, his assistant is caught inside the podium drinking the original martini, followed by a laugh from the magician.
The spots, running through December, have been placed on Conde Nast sites and Meta social media platforms in 20 markets. The campaign also includes paid search, and print ads in such publications as “Wine Spectator.”
While Grey Goose advertised on-premises vodka martinis in a previous MullenLowe LA campaign and also touted a surge in people searching for “martini cocktail recipes,” the brand acknowledges that the drink is often just too “intimidating” to make at home.
“Because of its cultural iconography, many drinkers find the cocktail too mysterious or difficult to ‘perfect’ themselves,”Grey Goose vice president of marketing Aleco Azqueta said when the brand’s RTD solution was announced a couple of months back. “Similarly, we know home entertainers are often looking to serve martinis at their gatherings, but find the batching process too fussy.”
The RTD comes in 375 ml and 750 ml sizes, priced at $16.99 and $29.99 respectively, Available nationwide in the U.S. and on GreyGoose.com, the GREY GOOSE Martini Cocktail can be purchased in 375ml (SRP $16.99) and 750ml (SRP $29.99) sizes.