Award-winning Chief Creative Officer, keynote speaker, workshop facilitator & trainer
Grey Goose is the original luxury vodka, but others had become more popular, and they had picked up a bad reputation (search #GreyGooseWanker) that kept the creative and influential elite away.
We knew more advertising would just make the problem worse, so we created an ultra-exclusive, invite-only club with invites to the best experiences in the world.
The cool bit? Their entry into the experiences was with a solid silver, RFID enabled goose charm, that stored their drink preferences and unlocked everything from secret menus to secret doors around the world.
Luxury is a nuanced concept, complicated by trade-offs between exclusivity and accessibility, quality and affordability.
A truly next-generation loyalty scheme, giving Grey Goose’s VIP customers RFID (Radio-frequency identification) enabled sterling silver geese which would unlock exclusive experiences across the globe.
Each individual goose would become the customer’s pass into a club that would give them access to exclusive experiences in locations all over the world - with Courchevel just the start.
Courchevel 1850 ski resort in France represents the height of luxury in the clouds and is the winter playground of choice for the most discerning and influential clientele.
And it was also the chosen backdrop for us to launch Le Club Goose, and help Grey Goose provide those on the slopes with an extraordinary après-ski experience like no other.
From backstage at Coachella to Ibiza, and in partnership with Soho House, Grey Goose rebuilt its luxury creds through the power of the goose.