Dive Brief:

• Bacardi’s Grey Goose vodka has teamed with tennis star Frances Tiafoe for a new campaign timed to the U.S. Open, according to a press release. Grey Goose has been the official vodka partner of the tournament for 18 years.
• Elements of the campaign include social media content that features three 15-second videos with Tiafoe highlighting his fashion sense. The effort will be accompanied by longer-form social assets and a prominent out-of-home spot in New York City’s Times Square.
• The brand will also host a giveaway awarding one attendee of the U.S. Open with premium seats for themselves and a guest. To be eligible, guests must direct message Grey Goose on Instagram on Aug. 27 with a photo showcasing their tournament outfit.

Dive Insight:

Grey Goose is marking 18 years of its sponsorship of the U.S. Open tournament with a fashion-forward campaign alongside tennis star Tiafoe. Fashion has become an integral part of the fan experience, per release details, with searches for U.S. Open outfit inspiration increasing by 22% in 2023 compared to 2022. Tapping into that insight could help Grey Goose shore up additional loyalty among style-focused consumers.

The Grey Goose campaign kicked off Aug. 22 with a content series on the brand and Tiafoe’s social channels. The series, directed by Max Bartick, will feature three 15-second videos with Tiafoe, who will showcase various outfits and celebratory moves, per release details. Longer-form social assets and an out-of-home spot in New York help round out the effort.

Additionally, Grey Goose will elevate one attendee of the tournament’s experience via a giveaway that will offer premium seats for themselves and a guest along with a visit to the Grey Goose suite. To win, U.S. Open attendees age 21 and older must direct message the brand’s Instagram with a photo of their tournament outfit on Aug. 27 for a chance to be upgraded the same day. The 18th qualifying direct message will be selected in honor the the brand’s 18-year partnership with the tournament.

The tournament’s signature Honey Deuce cocktail, which is made with Grey Goose, will be another focus of the campaign, including through the social media content series. For consumers in New York City and Chicago who are tuning into the Grand Slam Tournament, of which the U.S. Open is a part, Grey Goose is offering canned versions of the Honey Deuce cocktail via DoorDash and Cocktail Courier.

This year, Grey Goose will also have branded cocktail bars in four locations on-site at the USTA Billie Jean King National Tennis Center, including at the Food Village, Grandstand Stadium, Louis Armstrong Stadium’s concourse and the promenade level of Arthur Ashe Stadium. An online Honey Deuce locator can also help fans find the specialty cocktail.