Within the family of luxury liquor brands there is always an outlier. Often this is a special product with a unique appeal to a subset of consumers that must be given consideration on it’s own terms. For Grey Goose this product offering was Cherry Noir—a black cherry flavored vodka to expand the brands luxury so that it would meet the explosive demand in the market for flavored vodkas.... [+]
To launch Cherry Noir, Shebang creatives envisioned a cinematic noir story set in an urban hotel. Bringing new influencers into the sophisticated and classic noir theme allowed Grey Goose to build a bridge from their luxury-as-exclusivity positioning to the urban market’s preference for flavored vodka.
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