News and Views
What interested us most about the Grey Goose fly beyond campaign, was the mobile version of the pop-up store.
Fly Beyond Grey Goose
When a premium spirits industry client approached us with their brand strategy brief, they challenged us to explore creative ideas and trends in fashion retail branding and travel retail design activation programs.
During our research into fashion retail store design at iconic brands like Prada and Michael Kors, and into travel retail branding with Bacardi, we came across Ragged Edge’s work with Grey Goose, the premium vodka brand owned by Bacardi. What truly captured our attention was Grey Goose's "Fly Beyond" campaign, particularly the mobile pop-up store concept—a cleverly branded bread delivery van, painted in signature Grey Goose blue, concealing an intimate martini bar.
This campaign struck a chord because it visually connected the wheat used in Grey Goose vodka production with the brand’s narrative, making the premium product more accessible and relatable to millennials at pop-up events in select capital cities. By blending authenticity, provenance, and a touch of heritage, Grey Goose’s quintessentially French activation programs, such as Boulangerie François and Bleue Fly Beyond, cut through the clutter of conventional advertising. The bread-based visual merchandising concept broke through the noise, supporting Grey Goose in positioning itself as the number one premium vodka.
The Boulangerie François and Bleue Fly Beyond concepts are among Grey Goose’s most successful integrated campaigns, delivering impressive PR, digital reach, and media engagement. Most importantly, they delivered significant commercial success with substantial uplifts in sales.
Grey Goose has adeptly navigated current marketing trends, where consumers seek authentic brand stories, heritage, and a strong connection to the product’s origins. Their ability to create engaging, experiential marketing through pop-ups and mobile activations has set a high standard for how premium spirits brands can evolve in today’s market. The integration of storytelling with visually appealing, unconventional venues makes Grey Goose stand out, aligning the brand with millennial consumers who value both quality and unique experiences.
One of the ongoing challenges for all drinks brands is how to make their brand stand out. With so many parties, events, and experiences, how do you create excitement around your brand without resorting to another beach party or overwhelming consumers with a science lesson about cocktail ingredients? Grey Goose has shown that weaving the product’s story into a culturally resonant, visually compelling narrative can captivate and engage today’s discerning consumers.
Our design agency has had a longstanding partnership with Bacardi Global Travel Retail, developing and executing duty-free brand activation campaigns in airports worldwide. To see more about our collaborations with Bacardi, please visit the duty-free section of our website.
At our agency, we constantly benchmark the best in class premium retail brands across various sectors globally.
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