In a market flooded with luxury liquors, Grey Goose wanted to introduce its La Poire pear vodka - the brand's first new flavor in nearly four years - with a focus on taste and product intricacies rather than celebrity endorsements, says Elizabeth Harrison, principal at Harrison & Shriftman (H&S), the brand's AOR.
Idea: Instead of turning to young Hollywood to serve as vodka ambassadors, Grey Goose "returned to the roots of [its] success: bartenders," says Monsell Darville, the brand's VP and ...