The Grey Goose Le Melon Ad Highlights Brand Heritage and History
Jana Pijak — January 19, 2015 — Lifestyle
This ad for Grey Goose Le Melon celebrates the vodka brand's history and heritage. Infused with French cavallion melon, Grey Goose's newest product embodies quality and sophistication. The world-renowned vodka brand may not hail from Eastern Europe but has become a world class player in the beverage industry in the last few years.
Each bottle of Grey Goose Le Melon is made with the freshest of cavallion melon ingredients and is put through a process that relies on the expertise of local farmers and distillers.
In this short film, Grey Goose cellar master Francois Thibault travels to the south of France to oversee how his fruit-infused product is made. The short film features a lesson from cultural historian Corinne who describes the region's climate and irrigation system, the oldest in France.
The clip also introduces viewers to melon farmer Bernard Ivy who described his passion for the finest ingredients. Targeting a more mature consumer, Grey Goose replaces traditional nightclub and party branding with marketing that is more focused on quality and brand authenticity.
This commercial celebrates craftsmanship and reminds one that a great product is 'more about passion than history.'
Each bottle of Grey Goose Le Melon is made with the freshest of cavallion melon ingredients and is put through a process that relies on the expertise of local farmers and distillers.
In this short film, Grey Goose cellar master Francois Thibault travels to the south of France to oversee how his fruit-infused product is made. The short film features a lesson from cultural historian Corinne who describes the region's climate and irrigation system, the oldest in France.
The clip also introduces viewers to melon farmer Bernard Ivy who described his passion for the finest ingredients. Targeting a more mature consumer, Grey Goose replaces traditional nightclub and party branding with marketing that is more focused on quality and brand authenticity.
This commercial celebrates craftsmanship and reminds one that a great product is 'more about passion than history.'
Trend Themes
1. Craftsmanship Marketing - Brands can leverage their heritage and unique production methods to appeal to consumers seeking authenticity and quality.
2. Farm-to-table Manufacturing - More brands are partnering with local farmers and producers to create high-quality products with a focus on sustainability and ethical sourcing.
3. Luxury Vodka Infusions - The trend of adding unique and high-end ingredients to vodka is on the rise, providing opportunities for innovative flavors and branding.
Industry Implications
1. Alcohol Manufacturing - Companies can differentiate themselves by highlighting their unique production methods and partnering with local farmers to create high-quality products.
2. Luxury Goods - The trend of using unique and high-end ingredients to create luxury products extends beyond the alcohol industry, presenting opportunities in other areas such as beauty and fashion.
3. Marketing and Advertising - Craftsmanship marketing offers a new angle for brands to differentiate themselves and connect with consumers in a more authentic and meaningful way.
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