Grey Goose Martini Innovation

Grey Goose Martini Innovation

Competitive Analysis + Brand Insights

Challenge

Grey Goose had just developed the first-ever premium ready-to-serve martini cocktail in a bottle. Our job was to help position and launch RTS Martini in a differentiated way from typical RTD beverages without losing premium credentials.

Insight

Ready-to-serve drinks are typically marketed for convenience, which tends to signal a sense of artificiality and a compromise in quality.

Solution

Instead of focusing on convenience, show how Grey Goose’s RTS Martini unlocks new possibilities for occasions outside the bar. “Voila!” presents the RTS Martini through a magic trick, revealing that something previously unachievable has now been made possible; the perfect cocktail every time.