Grey Goose Vodka, a Bacardi Limited brand, will launch a global campaign starring actress Zoe Saldaña aimed at encouraging consumers to prioritize moments of pleasure over productivity. The campaign, set to debut on June 12, highlights a European approach to leisure, promoting extended breaks and mindful relaxation.
Developed with creative agency BBH USA, the “Grey Goose Hôtel” campaign draws on European culture and traditions of taking lengthy vacations. Campaign elements include linear TV, online videos, and social media, with ads scheduled to air during major summer sporting events like the NBA Finals, U.S. Open Golf Championship, and prominent tennis tournaments.
With nearly 80% of Americans reporting burnout and often spending time off managing obligations, Grey Goose aims to inspire a shift toward personal downtime. The videos, filmed at Lake Como, Italy, and directed by Martin Werner, feature Saldaña in scenarios that evoke luxury and mindful enjoyment. In one 60-second spot, “Last-ish Call,” Saldaña quietly gathers cocktail supplies after the hotel bar closes. Another spot, “Not So Dry Martini Cocktail,” will follow in mid-July.
Additional campaign activities include in-person events throughout the year and Instagram content where Saldaña shares her signature cocktail recipe, Le Zoé Spritz.
The campaign aligns with Grey Goose’s focus on premiumization amid rising demand for high-end vodka. Bacardi recently launched Altius, a super-premium Grey Goose variant, in 2024 to cater to this trend. Grey Goose’s messaging reflects a broader marketing movement encouraging Americans to slow down, similar to Malibu’s recent campaign featuring actor Brian Cox nudging consumers to enjoy the summer season.