“We thought her long-curated private model completely match the cheekiness of our artistic director position as a result of she’s identified for making even the best duties trendy,” mentioned Azqueta.
Hilton, all the time recreation to poke enjoyable at her notorious persona, wasn’t shaken or stirred by the model’s pitch.
“When Gray Goose approached me with the concept for the marketing campaign … I believed it’d be an iconic second to be part of,” Hilton instructed Adweek. “I’m honored to steer this marketing campaign to showcase the simplicity of crafting an ideal martini cocktail at residence. Now, that’s scorching.”
Shaking up the spirits market
Whereas Gray Goose had dipped its toes into the flavored market with its botanical-infused Essences line and flavored vodkas—every of which now have a ten% share of their respective markets—the entry into the ready-to-serve sector known as for an even bigger splash.
Azqueta cited a Nielsen report exhibiting a surge of shopper curiosity within the martini over the previous few years, making it the second-most widespread drink ordered in institutions. A reluctance to make the drink at residence out of concern it “wouldn’t be bartender high quality,” plus a rising approval of ready-to-serve cocktails, offered the model with a chance.
“There was a gap out there for a craft bottled martini,” Azqueta mentioned. “We needed to create one thing that supplied the identical trendy, high quality expertise of ordering a Gray Goose martini in a bar from the consolation of your personal residence.”
