Grey Goose Vodka, owned by Bacardi Limited, is launching a global campaign featuring actress Zoe Saldaña that urges consumers to “savour moments of pleasure instead of obsessing over productivity.” The campaign, set to debut on June 12, draws inspiration from European traditions of extended holidays.
Developed with creative agency BBH USA, the “Grey Goose Hôtel” campaign uses European cultural elements to highlight relaxed luxury and mindful enjoyment. Video spots were filmed at Italy’s Lake Como, with director Martin Werner overseeing the production. One 60-second ad, “Last-ish Call,” shows Saldaña sneaking around a hotel after bar hours to continue mixing cocktails. A follow-up spot, “Not So Dry Martini Cocktail,” will premiere in mid-July.
The marketing plan includes TV, online video, and social media, with planned ad placements during major summer sports events like the NBA Finals, U.S. Open Golf Championship, and tennis tournaments. Complementing the digital content, in-person activations will take place throughout the year. Saldaña will also share her signature cocktail recipe, Le Zoé Spritz, on Instagram.
The campaign taps into growing concerns about burnout, noting that nearly 80% of Americans feel overwhelmed, often spending time off on obligations rather than rest. Grey Goose encourages adopting a European approach to leisure, contrasting America’s intense work culture with Europe’s extended holiday traditions.
This effort aligns with Grey Goose’s focus on premiumization amid rising demand, particularly during holidays. In 2024, Bacardi introduced Altius, a super-premium Grey Goose vodka. The broader spirits industry is also promoting downtime; for example, Malibu recently launched a similar campaign urging consumers to take a break.