Grey Goose Vodka

ASSIGNMENT

To develop a brand strategy for the premium vodka and to source, assess and execute events in four markets across Canada, according to the brand strategy.

CHALLENGE

Known as “The World’s Best Tasting Vodka”, A&C had to create a new strategy that would continue to identify and allow the potential Grey Goose consumer to experience the brand and ultimately, increase sales.

SOLUTION

In 2005-06, A&C produced 18 events across Toronto, Montreal, Vancouver and Calgary. Based on the new strategy, we aligned with events that were exclusive, enhanced the brand’s image, catered to the target demographic, provided media coverage, and most importantly provided an opportunity for sampling and brand experience.
A&C is continuing to work with Grey Goose in 2006-07 and will focus on increasing the number of unique sampling events in the key markets; place a stronger emphasis on raising the brand visibility through the media; and develop a program to deepen brand loyalty with key stakeholders.