• by Fern Siegel , August 23, 2024

The 2024 US Open is about to deliver its first serve. The renown tennis tourney runs August 26-Sept. 8 and the greatest players of the sport will be there.

So will Grey Goose vodka.

The official vodka of the US Open for 18 years, its new campaign partners with Frances Tiafoe, ranked No. 10 in singles in June 2023 and only the third Black American man to be ranked in the top 10.

Tiafoe is touting the tournament's signature Honey Deuce cocktail in new creative work by MullenLowe. The drink is crafted with Grey Goose vodka, lemonade, raspberry liqueur and fresh tennis-inspired melon balls for garnish.

“For me, style has always been another way to bring an upbeat energy to the court and have fun with it,” Tiafoe said. “Grey Goose is all about bringing that same energy to the US Open, and any fan of the tournament knows how iconic the Honey Deuce is.”

Directed by Max Bartick, the campaign includes three 15-second videos and one longer form video that features Tiafoe elevated in the clouds, a major motif in the Grey Goose brand world.

In the spots, Tiafoe discusses his signature style: “It’s not always about what you wear, it’s about confidence… you make the outfit.” Plus, he shows off his well-known moves, dubbed “Le Flex” and “Le Goose.”

The campaign will be accompanied by a large OOH placement in Times Square. Additional assets spotlight the Honey Deuce on Uber and across OLV and linear TV. The work also streams on Grey Goose's YouTube channel and social pages, as well as Tiafoe’s social channels over the coming weeks.

This year, Grey Goose will have branded cocktail bars in four locations on-site at the USTA Billie Jean King National Tennis Center: the Food Village, Grandstand Stadium, Louis Armstrong Stadium’s concourse and the promenade level of Arthur Ashe Stadium.

Krystina Robinson, Grey Goose global brand director, told Agency Daily: “We wanted this campaign to celebrate the total fan experience, from the sport, to the celebrations, and the style. Tiafoe is celebrated for just that, so it was our priority to highlight the joie de vivre he’s known to bring on and off the court. Our work is purposely set in what we call our “sky court,” high in the clouds. This visual representation is a reminder of the joyful and elevated experience that tennis can be.”