• by Fern Siegel , November 20, 2023

Dashiell Hammett's 1930s detective Nick Charles insisted: “A dry martini you always shake to waltz time.” 

Now it is heiress-influencer Paris Hilton’s turn.

The French vodka brand Grey Goose has appointed her creative director of martinis. The catch is that Hilton has a ready-to-drink cocktail at her fingertips.“So, it’s literally already bottled,” she says in the new spot. “That’s hot.”

The new 60-second spot promotes Grey Goose’s Classic Martini Cocktail. Forget about finding the right amount of vermouth. Or, if the drink is best shaken or stirred. All martini lovers need is a chilled martini glass to complete the experience.

There are also 15- and 30-second spots. All are rolling out across Grey Goose and Hilton’s social media channels, as well as YouTube.

The national campaign was produced by global agency RadicalMedia and directed by Nina Meredith, who has done ads for Under Armour, Sephora and Ford Bronco.

“We've seen that consumers are seeking out ready-to-serve options as they are looking for ways to enjoy their favorite specialty cocktails at home without the guesswork that craft cocktails often entail,” Grey Goose vice president, marketing, Aleco Azqueta told Agency Daily.

“Our new campaign with Paris Hilton is a fun wink at the recent trend of brands appointing celebrities as their creative directors, despite having ‘no real experience’ related to the product,” Azqueta said. “Appointing Paris made perfect sense for a product that delivers a perfect martini every time.”

RadicalMedia counts Pepsi, Rolex and Geico among its client list.

Bacardi, which owns Grey Goose, also owns Bacardí rum, Patrón Tequila, Dewar's Blended Scotch whisky and Bombay Sapphire gin. Grey Goose recorded volume sales of approximately 4.2 million 9- liter cases worldwide in 2022, according to Statista.