Grey Goose Serves Up Style with Tennis Star Tiafoe for US Open 2023
As the US Open 2023 approaches, Grey Goose is raising a toast to its 18-year partnership with the prestigious tennis tournament. This year, the premium vodka brand is acing its marketing game with a fashion-forward campaign featuring rising tennis star Frances Tiafoe. The innovative approach taps into the growing trend of tennis fashion, which has become an increasingly significant aspect of the fan experience.
Fashion Takes Center Court
According to recent data, searches for US Open outfit inspiration have surged by 22% in 2023 compared to the previous year. Grey Goose is leveraging this trend to serve up a campaign that resonates with style-conscious consumers, potentially securing a stronger foothold in this demographic.
A Star-Studded Content Series
The campaign kicked off on August 22 with an engaging content series across Grey Goose and Tiafoe’s social media channels. Directed by the talented Max Bartick, the series features three 15-second videos showcasing Tiafoe in various stylish outfits, complemented by his signature celebratory moves. To amplify the campaign’s reach, Grey Goose has also rolled out longer-form social assets and an eye-catching out-of-home spot in the heart of New York City.
Elevating the Fan Experience
In a clever nod to its 18-year partnership with the US Open, Grey Goose is offering a unique opportunity for one lucky attendee. The brand will upgrade the 18th qualifying direct message received on its Instagram account on August 27. The chosen fan and a guest will enjoy premium seats and exclusive access to the Grey Goose suite. To participate, US Open attendees (21 and older) need to send a photo of their tournament outfit to the brand’s Instagram.
The Iconic Honey Deuce Cocktail
No Grey Goose US Open campaign would be complete without featuring the tournament’s signature Honey Deuce cocktail. This Grey Goose-based drink takes a starring role in the social media content series. For fans in New York City and Chicago who can’t make it to the tournament, Grey Goose is bringing the experience home with canned versions of the Honey Deuce, available through DoorDash and Cocktail Courier.
On-Site Presence
At the USTA Billie Jean King National Tennis Center, Grey Goose is ensuring that attendees can easily enjoy their signature cocktails. The brand has set up branded cocktail bars at four key locations:
- Food Village
- Grandstand Stadium
- Louis Armstrong Stadium’s concourse
- Arthur Ashe Stadium’s promenade level
For those navigating the vast grounds of the tennis center, Grey Goose has also launched an online Honey Deuce locator to help fans find their favorite cocktail with ease.
A Perfect Match of Sport and Style
This innovative campaign by Grey Goose demonstrates the brand’s ability to evolve with changing consumer interests. By blending the worlds of tennis, fashion, and premium spirits, Grey Goose is crafting a multi-faceted experience that extends far beyond the court. As the US Open 2023 unfolds, it’s clear that Grey Goose is not just a spectator but an active player in shaping the tournament’s cultural significance.