As summer plans unfold, premium vodka brand Grey Goose has introduced a new campaign that encourages Americans to embrace a more European approach to enjoying life, focusing on mindful consumption and savoring moments.
Created with creative agency MullenLowe, at the heart of this initiative is the “Grey Goose Hôtel” concept, starring actress Zoe Saldaña, who playfully demonstrates the brand’s premise.
The campaign will run through the summer on linear TV, online video, and social media, as well as during events such as the NBA Finals, U.S. Open, and Wimbledon.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the first :30 spot.
The Details:
- The :30 “The Last-ish Call” was very well received among American gen pop viewers, with the music and characters helping the ad make an impression and spark Curiosity, and deliver particularly strong breakthrough (Attention and Likeability):
- The creative appealed at- to above-norm levels across age/gender with women the spot’s best audience as well as younger males 21-35. In fact, one in two American viewers reported increased consideration for Grey Goose (with 80% recalling the brand, unaided, after a single exposure) to outpace the average spirits ad by +8 pts.
- Although not particularly informative, viewers found “The Last-ish Call” to be easily relatable and different/a Change.
- The creative appealed at- to above-norm levels across age/gender with women the spot’s best audience as well as younger males 21-35. In fact, one in two American viewers reported increased consideration for Grey Goose (with 80% recalling the brand, unaided, after a single exposure) to outpace the average spirits ad by +8 pts.
- Despite earning above-average breakthrough and being perceived as something new/different, the :15 “Last-ish Call” did not spark the same level of consideration across the broad American audience:
- Grey Goose’s Brian Cox-led ads were even more resonant, but only the :30 length drove higher consumer intent than the Grey Goose :30. Both :15’s were equally persuasive as the other, but trailed both :30’s.
Among spirits drinkers specifically:
- “The Last-ish Call” was even more resonant—and persuasive—among U.S. spirits drinkers, 64% of whom indicated a higher likelihood of purchase as a result of seeing the :30 spot:
- The creative profiled similarly within this audience across age/gender. Zoe Saldaña (characters) and the different, unexpected music lent an air of Curiosity and Upscale sensibility.
Spirits drinkers on “The Last-ish Call” :30
“Absolutely enjoyed it to the end! Great music, setting, and quality secretive fun in bringing it all together for the finale of exposing the surprise. Beautiful attire—everything shined. And who doesn’t love an ice cold Grey Goose vodka?”
Female 50+
“The cinematic experience was good. It kept you wondering what was next. And haven’t seen a Grey Goose ad in awhile. Definitely grabbed my attention.”
Male 36-49
“Grey Goose is one of my favorite drinks and I love the character that y’all have in the commercial. She’s a great actress. Really good.”
Female 36-49
“The characters and visuals are eye candy. I also like the music, it creates a great vibe.”
Female 36-49
“I think the ad was very catchy and the music definitely caught my attention. Great ad.”
Male 36-49
“Grey Goose is my everyday vodka brand, but this ad took the ordinary and made me see that I could have extraordinary experiences with my vodka, friends, and a great travel destination. Makes me want to get away from the regular routine and do something special. Create fantastic memories with people I love and appreciate.”
Female 50+
“I thought it was classy and a bit funny. It clearly portrays the product and spirit of the company.”
Male 36-49
“The ad is for Grey Goose. It is very unique. I like it.”
Male 36-49
- As was true across the broad audience, the :15 cut was successful in connecting with spirits drinkers but was not as effective in persuading these viewers to purchase:
- The :30 cut also appealed more broadly across all manner of spirits drinkers.
- This suggests favoring the :30 lengths where possible in media rotations to boost outcomes.
- The :30 cut also appealed more broadly across all manner of spirits drinkers.
- iSpot media measurement reports an appropriate favoring of the :30 in linear Impression delivery since launch (through 6/21/25):
- Above-average in-market Attention Indices indicate strong media placement to date.
- Followers/watchers of a wide variety of sports responded very well to the :30 “The Last-ish Call,” suggesting flexibility in programming choices. Favoring the :30 should maximize outcomes for Grey Goose, given a stronger consumer intent reported.
- Above-average in-market Attention Indices indicate strong media placement to date.
- Over this same time period, Grey Goose placed ninth among liquor brands in both linear and streaming Impressions delivered, with a 3.6% share on linear, and a 6% share on streaming:
- Strong reception to the :30 “The Last-ish Call” coupled with above-norm persuasion suggests consideration of additional spend against this creative, if possible.
- Many of the best-received spirits ads over the past 90 days were perceived as far more informative than “The Last-ish Call” to spirits drinkers, with all but two sparking higher consumer intent within this audience:
- Stronger appeal among men over 35 was one competitive advantage.
Advertisers need to identify the creative that will drive business outcomes and ensure that in-market execution aligns against the highest potential ads.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: MullenLowe