First Tube Media and Nike Communications partnered with Grey Goose for the product launch of Grey Goose Essences, the all-new line of low-calorie vodkas infused with real fruit and botanical essences. First Tube Media and Nike Communications were tasked with putting together a digital experience that would provide customers something new, engaging and different. The goal of ‘In Bloom’ was to create an immersive experience for the Grey Goose Essences product launch by leveraging celebrity talent and top-tier influencers to generate mass awareness, cultural relevance and excitement for the new line. The goal of partnering with SZA as Creative Consultant was to capture this powerful and celebratory cultural movement using immersive visuals and effects to envelop audiences in the story of life in bloom, evoking a playful and refreshing feeling inspired by Grey Goose’s advertising. The multi-sensory experience intended to showcase what it means to truly flourish.
Alcohol brand launches are traditionally a celebratory affair that brings people together for a good time. However, COVID-19 tested experiential marketers to create value and build trust while engaging consumers virtually. Grey Goose was challenged to create an entirely different experience for the product launch of Grey Goose Essences, the all-new line of low-calorie vodkas infused with real fruit and botanical essences. Heading to the challenge, First Tube Media and Nike Communications were tasked with putting together an immersive, one-of-a-kind virtual music experience that would provide customers something new, engaging and different during the COVID-19 pandemic. For the launch of a spirit that embodies lively and distinctive flavor expressions, Grey Goose knew they had to partner with someone just as vibrant and innovative to take fans on a journey through unparalleled music.
To achieve a multi-sensory experience that showcased what it truly means to flourish, Grey Goose tapped multi-platinum recording artist SZA, where she served as a Creative Consultant, lending her bold and expressive artistry to In Bloom, a one-of-a-kind virtual music experience where she performed new music from her sophomore album live for the first time. The global event was streamed on brand and artist channels, and filmed at Wisdome, an immersive art and music dome park in Los Angeles. SZA’s performance was set up to transport audiences directly into the world of Essences. Flying through the heart of the installation, drones gave viewers unique angles of the activation and how SZA interacted with the set, creating dynamic content that viewers could not take their eyes off of in a time where consumers were inundated with live streamed content. Utilizing innovative production methods to blend virtual and live-action set pieces, the one-night-only performance was imagined to embody the extraordinary nature and exuberant taste of Essences.
The event was promoted by top-tier influencers with watch parties and Essences product launch announcements. In support of the campaign, Grey Goose launched a cocktail kit inspired by ‘In Bloom’ that featured all three Essences flavors. First Tube Media’s innovative technology and production merged virtual and live-action set pieces to embody the iconic vodka brand’s new line, bringing viewers across the globe a sweet, refreshing treat from SZA and GREY GOOSE.
Thanks to cutting-edge drone technology and production to merge virtual and live-action set pieces, viewers across the globe experienced a sweet, refreshing treat from both SZA and GREY GOOSE. Essences was the biggest launch for Grey Goose since their world-class vodka first hit cocktail glasses around the world in 1996. The campaign achieved over 27.4 million impressions, 15.4 million views and a total watch time of over 2.1B seconds. The supporting press and influencer campaign achieved 200+ press placements, with a potential social reach of 119 million by 64 influencer partners. 400 cocktail kits featuring all three Essences flavors were sold leading up to and during the event.
By leveraging a multi-platinum recording artist and streaming live to online audiences, In Bloom positioned Grey Goose as a culture authority and a top vodka brand that authentically connected with and engaged digital audiences everywhere.
