SERVING UP THE GREY GOOSE HONEY DEUCE

INFLUENCERS

The Challenge
Grey Goose has been an official U.S. Open partner for nearly 20 years, and while the Honey Deuce cocktail is known by tennis fans, the brand wasn’t getting enough credit or share-of-voice despite being the cocktail’s creator. We needed to find a way to put Grey Goose back into the conversation.

Strategic Spark
Fashion has become an integral part of the U.S. Open experience, with searches for U.S. Open outfit inspiration increasing by 22%. The Grey Goose Honey Deuce is a coveted accessory during the tournament and is key to elevating any outfit.

The Creative Idea
Working with influencers and Frances Tiafoe, we invited our audience to celebrate the U.S. Open in style, serving up inspiration and unique perspectives throughout. We created content with Tiafoe that centered on his personal approach to style, and on social, we asked fans to share their tournament #OOTDs for a chance to win courtside seats and a visit to the Grey Goose suite to meet Tiafoe.

We hosted 20 influencers to a fashion-forward evening to kick things off, and then invited our long-time influencer collaborators to the suite to capture content and amplify our messaging.

For those at home, we sent Honey Deuce kits to creators around the country to showcase how our audience could celebrate in style from anywhere.

The Results
More than 550,000 Grey Goose Honey Deuce cocktails were sold, a 22% increase over the previous year. Grey Goose captured the #1 SOV spot, 175+ earned media placements yielded more than one billion impressions and owned social content generated hundreds of thousands of engagements and views. Influencer content exceeded benchmarks, reaching more than 100 million consumers. 

GHIRARDELLI
LAUNCHES THE CHOCO-LOCKET

PR BUZZ

The Challenge
Though Ghirardelli has high name ID, that wasn’t translating to consideration or share-of-voice. Simply put, people weren’t talking about Ghirardelli and they weren’t top-of-mind.

Strategic Spark
Most of Ghirardelli’s marketing was focused on the quality of the product and singular “treat moments,” where the chocolate was positioned as a reward or reprieve from the mundane or tedious. But research shows that people are seeking more moments of shared indulgence, which provide us with more opportunities for enjoyment and conversation.

The Creative Idea
For one of the biggest chocolate purchasing times of the year, Valentine’s Day, we brought together two beloved romantic staples - chocolate and jewelry - into one gift.

Introducing The Chocolocket, a 14k gold locket designed to hold a mini Ghirardelli square inside and meant to be shared.

The Results
In addition to stellar PR and social media talkability results, the Chocolocket also sold out in minutes, with some resellers even listing the coveted item on eBay for hundreds of dollars.