A 90-second ad by film maker Nicolas Winding Refn tells the story of Grey Goose creator François Thibault, a Cognac cellar master who set out to create the world’s best-tasting vodka.
The campaign – called Fly Beyond – includes print and digital ads as well as experiential and online programmes aimed at getting consumers to engage with the story.
Thibault said: “In the beginning, I was considered a maverick, even an eccentric, for trying to make vodka in historic Cognac, France, from wheat no less. There were many naysayers and skeptics, and all were waiting for me to fail, but I knew I could prove them wrong and create a product that tasted unlike anything available.”
Off-trade value sales of Grey Goose grew 48.4% in the past year, according to Nielsen, compared to 2.9% for vodka as a whole.