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26th April, 2021 by Nicola Carruthers
Bacardi-owned Grey Goose vodka kicked off a new campaign for its lower-ABV Essences range during the Oscars pre-show – the brand’s biggest marketing investment since its launch.
In February 2021, Grey Goose vodka released the 30% ABV Essences range, which has been infused with fruit and botanicals.
Martin de Dreuille, vice-president, global marketing, Grey Goose vodka, said the new range had surpassed sales projections by 50%, showing “how strong this emerging subsection of the vodka category is”.
Grey Goose said the lower-ABV category has grown by 2%, resulting in an average sales increase of almost four million cases in the past year alone.
During the pre-show for the 93rd Academy Awards ceremony last night (25 April), Grey Goose unveiled its first campaign film for the Essences line.
The campaign ‘brings to life the natural ingredients’ found in the Essences range.
The 60-second clip followed a character who becomes immersed in a natural world after encountering a ‘playful, botanical alter-ego’.
De Dreuille added: “The otherworldly, sensorial journey our main character is immersed in marks the next phase of our Essences campaign and introduces drinkers to a fresh new side of the Grey Goose world.”
The campaign is the largest marketing spend for the brand since Grey Goose was launched in 2007.
The Essences film will run across traditional and digital channels, along with a range of digital and social assets. The campaign will also unveil virtual and real-life elements during spring and summer.