A true iconoclast in the spirits category, Grey Goose has never been afraid to do things differently. Based on the brand’s Fly Beyond positioning, our goal was to surprise millennial ‘lovers of life and leaders in life’ in a way that supported the brand’s luxury image and created an extraordinary emotional connection.
Community evolved the simple chic of Grey Goose International’s Summer Soirée concept for the Canadian market with a unique ‘maison de l’envol’ or mansion party. Throughout June 2015, events in Toronto, Montreal, Calgary and Vancouver targeted highly connected influencers with an exclusive guest list. Prestigious private estates with expansive terraces and views let guests escape the ordinary and Fly Beyond. Along with complimentary cocktails and hors d’oeuvres, lavish spectacles featured everything from pools with branded mini-sailboats and synchronized swimming performances to a white horse named Jacques (of course) outfitted in a custom bridle and saddle. To extend our reach, Instagram influencers with a significant following and target market relevance were asked to post a short video of their experience, while other paid influencers tagged posts with @GreyGooseCanada and #SummerSoiree.