Dive Brief:

• Grey Goose Vodka, a Bacardi Limited brand, is getting ready to launch a new global campaign featuring actress Zoe Saldaña that encourages consumers “to savour moments of pleasure instead of obsessing over productivity,” according to a press release. The campaign will debut June 12.
• "Grey Goose Hôtel” was created in partnership with the vodka brand’s creative agency of record, BBH USA. The creative, choice of locations and messaging are rooted in European culture and intended to capture the spirit of the continent’s tradition of taking extended holidays.
• The media plan includes linear TV, online video and social media. The brand plans to air advertisements during major summer sporting events, such as the NBA Finals, U.S. Open Golf Championship and high-profile tennis tournaments.

Dive Insight:

Nearly 80% of Americans feel burned out and time off is often consumed by obligations such as doctors appointments and family care. As consumers make their summer plans, Grey Goose is hoping a message of relaxation and personal time resonates. 

"Grey Goose Hôtel” encourages Americans to take a more European approach to leisure time with video spots meant to evoke tasteful luxury and mindful consumption. Saldaña, known for her roles in blockbusters such as “Guardians of the Galaxy” and “Avatar,” is central to the brand's messaging of exclusivity and enjoyment. The focus on European culture reflects an ongoing discussion comparing the pluses and minuses of America’s hustle mentality and long work weeks versus Europe’s tradition of taking extended holidays. 

At the center of the campaign is a series of video spots filmed at Lake Como in Italy and directed by Martin Werner. In a 60-second spot, “Last-ish Call,” Saldaña sneaks around a hotel after the bar closes, quietly collecting the supplies needed to continue making cocktails. A second spot, “Not So Dry Martini Cocktail,” will premiere in mid-July. 

In an effort to extend the reach of the campaign, a series of in-person activations are set to take place throughout the year. Additional Instagram content includes Saldaña explaining how to make her signature cocktail, Le Zoé Spritz.

Grey Goose has continued to embrace premiumization in recent years, especially as demand grows. The brand, and premium vodka in general, is especially popular around the holidays. To meet demand, Bacardi launched a super-premium version of Grey Goose, Altius, in 2024.

Some marketers clearly think Americans overwork themselves as the vodka brand isn’t the only spirits brand reminding consumers to take time for themselves this summer. In April, Malibu enlisted actor Brian Cox, known for playing no-nonsense characters, to clock off and enjoy the season.