Future proofing Grey Goose’s brand strategy

The Need

Grey Goose wanted to investigate purchasing habits of ‘aspirational’ drinkers across the world as well as test how far different advertising campaign might resonate with the target group.

Our Approach

We conducted online research with ‘aspirational’ 25-49 year olds in major cities across 8 countries where respondents qualified if they had a certain income, mind set and way of life. The study included questions on brand awareness (both of Grey Goose and a competitive set), attitudes to luxury (and specifically luxury alcohol) brands, and receptiveness to various advertising concepts.

The Outcome

The research was used to inform marketing and brand strategy as well as forming part of a thought leadership piece on luxury alcohol consumption and ‘aspirational’ consumers.