• by Nina Lentini  @Nina_Lentini, August 30, 2007

With the U.S. Open in full swing, Bacardi is launching a new ad campaign for its Grey Goose Vodka, its first since buying the brand from the late Sidney Frank three years ago.

The effort, "Discerning Lifestyles," debuts in conjunction with the ongoing U.S. Open Tennis Championships in Flushing Meadows, N.Y., in which Grey Goose Vodka is--for the first time--a promotional partner. The advertisements will surround broadcast coverage on the USA Network and will also appear on target outlets such as the Golf Channel, ESPN, and HD Networks and in print outlets such as BlackBook, Departures, GQ, Golf Digest, Travel + Leisure, Vanity Fair and Wine Spectator.

Produced by New York-based @radical.media, the effort is a departure from the brand's existing creative, which depicts bottle and cocktail images. In four different print ads and three broadcast spots, Bacardi aims to capture moments, people, places and events in the lives of Grey Goose consumers, revealing their lifestyles of "discerning taste," the company says.

Monsell Darville, vice president/Group Director of Grey Goose Vodka, tells Marketing Daily the new ads reflect the company's acknowledgement of "the growth of the brand and how the consumer has grown with us in a dramatic way. Thus, we believe it is important to evolve the advertising campaign beyond a visual experience in terms of the existing ads that portray the bottle and add more elements of a discerning lifestyle that reflect our consumers' way of life."

The theme of the advertising platform further supports the brand's commitment to represent more than just a spirit, but a luxurious lifestyle brand. The print composites expose the back stories of Grey Goose drinkers by depicting images ranging from an enjoyable round of golf to a spontaneous late-night dinner with friends. These snapshot moments suggest that a Grey Goose drinker's inherent eye for detail leads them to seek refined subtleties in more than just their vodka--but in all aspects of life.

As a U.S. Open partner, Grey Goose has brand exposure in Arthur Ashe Stadium, branded cocktail bars on the tournament grounds, and its signature cocktails is available at all restaurant and bar venues. A specialty cocktail called "Honey Deuce" was created exclusively for the championships and is available for purchase in a souvenir cup featuring previous U.S. Open champions. "Sip responsibly" brand messaging is on the video boards and throughout the grounds as well.

The two-week championship event ranks as the highest annually attended sporting event in the world, with more than 650,000 spectators in attendance.