“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.
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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