Bacardi-owned liqueur brand St-Germain has casted English actress Sophie Turner to star in its latest campaign, where she searches for something new in the south of France.
Helmed by Nike Communications and BBDO New York, "Sip Into Something Fresher" highlights the Hugo Spritz, a cocktail made with the French elderflower liqueur.
St-Germain Global Vice President Emma Fox pointed out Turner's involvement in the campaign, calling her a perfect fit due to her "refreshing charm and style" which "embodies the sweeter, brighter, and lighter taste of the St-Germain Hugo Spritz."
Apart from the commercial, the marketing initiative includes an activation at Bergdorf Goodman, an iconic luxury department store in Manhattan, New York.
The St-Germain Spritz Counter is an updated take on the spritz counters of the past, which could often be found in the beauty sections of fancy department stores.
Running from July 17-21, the pop-up shop will serve St-Germain Hugo Spritzes to curious customers, before redirecting them to the BG restaurant to enjoy their cocktails with a view of Central Park.
The ad's timing couldn't be more perfect, as the cocktail's popularity hits new heights on social media.
@likeablecocktails H U G O S P R I T Z 🍾 The drink of the summer! Or so they say… The hugo spritz is as easy to make as it is to drink. Measure don’t measure. Do what feels right to you! #hugospritz #summerdrinks #cruelsummer ♬ Cruel Summer - Taylor Swift
Last year, the drink drove over 290 million TikTok views, a 512% increase in Google searches in the U.S., and a 231% in the U.K. at the start of summer.
The refreshing cocktail is remarkably simple, and contains only a few key ingredients, stirred together in a glass:
- 1 1/2 oz ST-GERMAIN elderflower liqueur
- 2 oz MARTINI prosecco
- 2 oz Soda water
- Mint sprig & Lime wedge for garnish
According to Nielsen results shared by St-Germain, the Spritz recently became one of the top 10 most ordered drinks in the world.
The Drink of the Summer
Directed by Lizzy Born, who has previously worked with brands like Macy's and Maybelline, opens with Turner overlooking a gorgeous oceanside villa, "somewhere in the south of France."
Dressed in a pastel yellow dress to match her pale blonde hair, she catches the attention of a charming bartender.
"I'm looking for something different, fresh, fun," she tells the young man, who is clearly stunned by her beauty.
She goes on to list the many qualities of her ideal drink, saying it needs to be bright, bubbly, welcome at any party, and sweet — but not too sweet.
In between cheekily addressing the audience, she's served a St-Germain Hugo Spritz, calling it "the whole package."
Inviting the audience to sip into something fresher, the commercial's tone gives the drink a flirtatious and fun energy that's sure to make it a hit this summer.
The campaign will run through social and online video channels.
