Sidney Frank was known for middle of the night phone calls. In true form, our first discussion regarding the birth of a new vodka took place well before sunrise. His proclamation? "We will make a vodka. It must be made from the finest water and grains in the world! It will come from France!"
Indeed, Sidney did "make a vodka." Grey Goose was a brand that would not long after sell for over $2.4 billion.
This is the story of how a French Vodka, with a grey goose image on the label, took on- and triumphed over- the vodka world.
The name "Grey Goose" was owned by Sidney Frank. It was intended for use with a sweet German wine, but instead was put to use for a neutral white spirit. A small-batch cognac producer was tapped to create the first samples.
The first approved bottles went straight to the Beverage Testing Institute in Chicago. Did we have a winner? Indeed, we did! Grey Goose outperformed all high-end vodkas. The rank meant that our team could "hang our hat" on superior taste.
Thus began the creation of a brand that many said would never take off. It certainly wasn't easy. We were launching a French import during a time when America had renamed "french fries" as "American fries." Public opinion of all things French had plummeted.
On and off-premise experiential promotions were key to our marketing plans. We knew that we required the buy-in of the nations' top bartenders and their hippest of hip clients. To attract attention, competitions placed the most creative mixologists in the nation in the spotlight with a Grey Goose bottle in hand, thus assuring momentum building buzz in key accounts and the media.
Experiential Cause Marketing was another key component of our programming. Aligning the brand with worthy causes including: the ASPCA, American Cancer Society, Volunteers of America, Dress for Success and others, supported the organizations, while building Grey Goose awareness and followers.
Logo embossed mini martini glasses were produced with Grey Goose stir sticks, and an entire rainbow of cherries (lemon, lime, orange, raspberry and grape) were bottled by a candy manufacturer. Our "Vodkaette" models, cherries and vodka became THE toast of coast-to-coast charity events.
Branded consumer give-aways, (always in the $1 range,) appeared costly. Cuff links, money clips, tie clips, silk scarves, silk ties and branded jazz CDs were produced as give-aways. Wooden wine boxes delivered the high-end image we sought as well.
Grey Goose on tap machines were produced to chill the vodka "colder than ice."
Partnerships were developed with professional sports teams, including the New York Yankees. We also achieved regular, free product placement on Sex in the City, Imus in the Morning, The Soprano's and Friends episodes. Grey Goose was the featured gift included in celebrity gift bags throughout the entertainment and music industry. Chefs were hired to create menus that incorporated Grey Goose vodka, and grand French Consulate mansions hosted cocktail parties for the press and honored guests.
Music and the arts were included in all launch plans. Sherrie Maricle and the DIVA Jazz Orchestra Grey Goose CDs are an example of unique partnerships that were formed. The 15 member band played all over the world with Grey Goose branded bandstands.
We also sought press interest in creative and unusual ways. For instance, hand crafted mobile invitations were designed by the artist Karen Rossi for party invitations. LGBTQ communities were included in celebrations.
Regular, 360 degree measurement assured the effectiveness of all marketing components. Where necessary, rapid edits were made.
Unfortunately, Sidney Frank is now deceased. However, the brand's success enabled Sidney to create a sizable $142 million endowment for underprivileged high school students. For this he was named a Time Magazine "Person of the Year."
What a wonderful departure- to leave behind the opportunity for so many new beginnings.
Cheers!
Debra L. Porter