![](https://southcarolinadigitalnews.com/wp-content/uploads/2023/11/greygooseparishilton-600x315.png)
“We thought her long-curated personal brand perfectly fit the cheekiness of our creative director role because she’s known for making even the simplest tasks stylish,” said Azqueta.
![Grey Goose Paris](https://static-prod.adweek.com/wp-content/uploads/2023/11/greygooseparis2.png)
Hilton, always game to poke fun at her infamous persona, wasn’t shaken or stirred by the brand’s pitch.
“When Grey Goose approached me with the idea for the campaign … I thought it’d be an iconic moment to be a part of,” Hilton told Adweek. “I’m honored to lead this campaign to showcase the simplicity of crafting a perfect martini cocktail at home. Now, that’s hot.”
Shaking up the spirits market
While Grey Goose had dipped its toes into the flavored market with its botanical-infused Essences line and flavored vodkas—each of which now have a 10% share of their respective markets—the entry into the ready-to-serve sector called for a bigger splash.
Azqueta cited a Nielsen report showing a surge of consumer interest in the martini over the past few years, making it the second-most popular drink ordered in establishments. A reluctance to make the drink at home out of fear it “wouldn’t be bartender quality,” plus a growing approval of ready-to-serve cocktails, presented the brand with an opportunity.
“There was an opening in the market for a craft bottled martini,” Azqueta said. “We wanted to create something that offered the same stylish, quality experience of ordering a Grey Goose martini in a bar from the comfort of your own home.”
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