Grey Goose® Vodka has unveiled a new 30 second TV advertisement titled Reunion as part of its summer consumer engagement campaign. The spot began airing March 16 and will run in primetime on national cable networks throughout the summer. It is supported by a comprehensive media, digital and public relations campaign (primarily social media-based) that represents a doubling in marketing spend from the same time period last year.
Reunion begins with a toast to It's been too long, communicating the importance of people getting together, to reconnect with friends and to celebrate with those who matter most. Reunion was shot in the signature Grey Goose black and white cinematography and set against the musical backdrop of an iconic song that evokes the emotional bond felt when friends reunite. The featured song is Miss You by the Rolling Stones. (The licensing agreement prevents Grey Goose from mentioning the song or band name specifically in any press releases or interviews.)
People want the best, whether it be a special night out or a memorable, summer gathering and Grey Goose is a great part of these moments. For this reason, we are focusing all of our energy into helping people create their best summer yet, said Shane M. Graber, vice president and managing director, Grey Goose Vodka.
The spot intends to drive consumers to the Grey Goose Celebrate the Best of Summer hub on Facebook where fans will have access to information about Grey Goose Summer SoireeTM events and have the ability to view and share their own Grey Goose cocktail recipes and receive home-entertaining tips for summer and more.
Grey Goose expects to command the leading share of voice in the vodka category during the summer with this campaign.