GREY GOOSE IN BLOOM
Blossoms into a fully immersive IRL experience featuring Kehlani.
This is more than a concert. It was a fully immersive consumer event on a New York rooftop where guests are invited to play an active role in the In Bloom experience. With multiple opportunities to engage with the brand, sample and order Grey Goose® Essences Cocktails and capture organic photo moments to share with friends on social. The first major in-person brand act for Grey Goose Essences, its lower ABV line of vodka infused with real fruit and botanicals. Extended with pop-up events at key on-premise accounts in Atlanta, Chicago and NYC.
Every touchpoint was designed to immerse consumers, influencers and the press in the brand’s natural world to drive trial, premium perception, engagement, content creation, media placement and social sharing.
Custom GREY GOOSE Essences Bar with a waterfall, fresh herbs and fruit and an interactive photo moment where guests plucked branded bandanas rolled into flower buds from a living wall.
Designed exclusive branded merchandise: bucket hats, bags, fans, and bandanas
Organic and formal photo moments throughout, including fragrant botanical installations.
GREY GOOSE Terrace, a custom VIP buildout up for the whole summer was the first experiential manifestation of the brand’s new visual identity.
Pop Up events at key on-premise accounts in NYC, Altanta and Chicago
Results
2,027 custom cocktails served
4,393 branded merch items given to Pier 17 guests, increased brand presence in posted content
#1 SOV
345.3M+ social reach, surpassing previous activation impressions by +190%
Digital
Banners
Off-Premise
Case Display
Shelf Talk
Case Card
Hitch Hiker
Sampling