MullenLowe
My partner, Brian Leech, and I led the pitch that brought Grey Goose to MullenLoweUS. The brand and its sense of luxury had become stuffy and research found that because of that, their ultra-premium spirit had been confined to “special occasions.” To drive sales, we sought to remind people that they can and should treat themselves as the overriding special occasion.
We completely rebranded and relaunched Grey Goose in a global campaign that included over a dozen TV spots, four films about their unique process, and multitudes of lifestyle and product executions across print, OOH, social, and digital. The work was adapted to run in the US, Canada, UK, Mexico, Latin America, Russia, Israel, France, Germany, Portugal, Spain, India, Australia, and more.