About the Client:
Bacardi Limited is the largest privately-held, family-owned spirits company in the world. Originally known for its eponymous Bacardi white rum, it now has a portfolio of more than 200 brands and labels, including Grey Goose Vodka. In 2012, Bacardi piloted a market influencer program in target markets across the country. Detroit was one of those markets and Ignition CEO, Dennis Archer, Jr., was selected as the brand’s local market ambassador.
- Event Production
- Brand Repositioning
- Strategic Matchmaking
- Influencer Outreach
- Social Media Management
To increase case sales, media presence (traditional and social), and relevance among “tastemakers” in Grey Goose-identified target markets across the country. Business Challenge: Faced with increased market share from competitors such as Ciroc, Grey Goose designed a program specifically aimed at a multicultural audiences in several US markets. Local brand ambassadors were tasked with organically infusing the Grey Goose brand into events and activations that would appeal to its target audience. Our challenge was to create those organic experiences while maintaining the integrity of both the Bacardi and Grey Goose brands.
Supported by the Ignition Media Group team, Dennis worked in an ongoing capacity as the metro Detroit brand influencer.. This engagement included on-site activations, recurring dinner parties, influencer outreach, content development, and strategic communications for Grey Goose Vodka.
To date, the Ignition Media Group team has facilitated more than 150 activations on behalf of Grey Goose Vodka. As a result of the Ignition-managed program, case sales at targeted off-premise accounts in the market increased, as have sales in both targeted onpremise accounts and broader market accounts.