To help Grey Goose elevate holiday moments for Canadians by bringing a little more joie de vivre to familiar rituals of entertaining and gift-giving.
Consumers were ensconced in their digital lives, but as they yearned for human connection, their social lives were experiencing a reawakening. As they began to reconnect in real life, they sought out moments that provided comfort and shared experiences that evoked a collective joy. Although most were craving human interaction, some were not quite ready for a full evening out.
Like a shot of espresso for our social lives, we gave people a concentrated night out. We partnered with local cafés to create one-of-kind collaborative activations that showcased both brands while generating buzz, building desire, and proving that GREY GOOSE® Vodka is the perfect vodka for Espresso Martinis and the holidays.
Toronto – Nadege
Montreal – Café Olimipco
Vancouver – Pallet Kitchen
We transformed these venues into an exclusive tasting, listening, and photo-worthy experience with a modern, French speakeasy-inspired atmosphere. Our pop-up event invited guests to experience a cocktail demonstration and enjoy a complimentary Espresso Martini Cocktail, perfectly paired with a custom patisserie-inspired dessert. Guests also had the opportunity to purchase a Grey Goose Espresso Martini cocktail kit, allowing them to continue elevating their holiday entertaining at home.
The event was promoted through paid media, PR (by Meat & Produce), and influencer programming leading up to, and during, each event. We monitored the campaign and adjusted our efforts to maximize effectiveness.
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