Grey Goose
Israel
Middle East
2019
We leveraged the hype around the upcoming wedding of top Israeli model Bar Zomer, to cement Grey Goose as the spirit of choice in the Israeli wedding mindshare. With this fun reality-based mini-series, Bar Zomer gives the audience front row seats on her journey of designing a wedding without compromise. Industry experts from the fields of fashion, food, photography, makeup, and bartending help her design the best wedding experience while giving practical wedding tips along the way.
That's a lot of conversations for one wedding!
One-fifth of Israel's population!
That's all it takes when you have the right opportunity!
The Israeli/Jewish love affair with weddings has been documented for millennia. Grey Goose wanted to play its part and help couples elevate this special experience.
Luckily for us, Israeli top model Bar Zomer’s wedding was around the conner. A year earlier she posted her proposal video online and it went viral. The hype has sustained a year later and with the wedding date inching closer, we made the move.
The hysteria represented an opportunity to seed Grey Goose in the Israeli wedding conversation. Grey Goose’s core philosophy of living without compromise resonated with Bar’s uncompromising mindset, making her the perfect vehicle to drive Grey Goose’s brand philosophy.
Experts from the fields of fashion, food, photography, makeup and bartending helped her plan and finetune her wedding plan. Prospective brides and grooms tuned in to get a hold of tips and tricks for designing the perfect wedding experience.
A bartending focused episode helped the brand tactically position itself as a spirit befitting the magnitude of the occasion. Bartenders helped drive utility and desire for Grey Goose cocktails with the mixology episode.
The rest, they say, is history! By placing Grey Goose at the heart of Israel’s most talked-about wedding of 2019, we were successful at positioning Grey Goose as a spirit of choice for wedding celebrations, thus efficiently harnessing the power of content.
Previously