Grey Goose Brings Berry Rouge to NYC With Zoe Saldaña and Dominique Ansel

Grey Goose wants consumers to taste summer before the weekend even starts.

The vodka brand is continuing its push behind Grey Goose Berry Rouge with a new campaign starring Oscar-winning Zoe Saldaña, pastry chef Dominique Ansel, and DJ Andre Power.

Created with BBH USA, the campaign combines short-form social content, limited-edition desserts, and a one-day New York City activation to push the idea of slowing down and enjoying Summer Fridays.

It builds on Grey Goose’s previous "Grey Goose Hôtel" campaign with Saldaña, which built the brand's image around indulgence and leisure.

While the earlier work pursued a cinematic story and spotlighted European-inspired hospitality, the new Berry Rouge push takes that direction into food, nightlife, and seasonal experiences.

Here, Saldaña steps into the role of a "Berry Connoisseur," appearing in playful rooftop films centered on the Berry Rouge cocktail called the "Rouge Royale."

"Working with Grey Goose over the years has been such a meaningful journey, especially coming off the Grey Goose Hôtel campaign, where everything was about savoring the moment," Saldaña shared. 

"Berry Rouge feels like a natural extension of that."

Furthermore, the company is building a recurring summer identity around leisure, food, nightlife, and social rituals that keep eyes on the product, whether it's online or offline.

Aleco Azqueta, VP of Global Marketing at Grey Goose, said the company wanted the launch to feel "elevated, distinctive, and, above all, delicious."

"Every detail is designed to spark connection and help consumers make time wait," she added. 

Pastries Meet Summer Fridays

The centerpiece of the campaign is "The Grey Goose Berry Rouge Pâtisserie," a one-day takeover of a New York City bakery scheduled for the first Friday of June.

Guests entering the activation will reportedly check their laptops at the door before stepping into a berry-themed space inspired by French pâtisseries and after-work socializing.

Dominique Ansel created three limited-edition desserts inspired by Berry Rouge, including a Pavlova, Berry Rouge Ice Cream Sandwich, and a berry-infused version of his famous Cronut.

"As I celebrate the 13th anniversary of the Cronut, I have created a limited-edition, Berry Rouge–inspired Cronut alongside a seasonal Pavlova, and new Berry Rouge Ice Cream Sandwich," Ansel said.

Grey Goose will continue to push the pastries following the event.

Select items will remain available for six weeks at Dominique Ansel Bakery in Soho, with special Summer Fridays availability.

Additionally, Andre Power will provide a curated soundtrack for the event, while limited-edition merchandise rounds out the whole experience. 

The latest push also continues Grey Goose’s creative efforts with BBH USA, rolling out ads featuring Heidi Klum and activations to celebrate the screening of the highly anticipated sequel to "The Devil Wears Prada."

Overall, the alcohol brands' recent marketing push serves as a reflection of how luxury marketing continues to create moments for consumers that they can savor, film, post, and revisit.

Grey Goose’s Berry Rouge Push

Grey Goose understands that nobody really remembers another flavored vodka announcement on its own.

With its latest campaign, it teaches us how to create unique experiences around one product launch to make sure it sticks and stands out in the spirits aisle: 

• Make the launch feel like an actual event. Seasonal campaigns land harder when people can step into the experience and share it online afterward.
• Food partnerships make products feel more desirable. 87% of consumers remember brand experiences more than traditional ads, which helps explain why collaborations tied to moments leave a stronger impression.
• Don’t let the campaign disappear after launch day. Keeping the pastries available for longer gives people more chances to discover the campaign after the initial social buzz dies down.

The bigger question is whether Grey Goose can continue owning the "slow luxury" positioning long term, as more premium brands lead their campaigns with consumer experiences.  

Our Take: Is Leisure Becoming Luxury’s New Status Symbol?

This is what makes this campaign more interesting than other celebrity-fronted flavored vodka launches.

It's because it sells a fantasy where logging off early, eating something indulgent, and lingering with friends is the reward. 

And when you're a vodka brand that lives in bars and parties, owning that softer, more personal part of people’s weekends suddenly becomes a lot more valuable.

Recently, Miller Lite launched a soccer-focused campaign that used social storytelling and fan experiences to create a deeper bond with fans. 

Check out our top experiential marketing agencies that design campaigns to spark joy among audiences.