GREY GOOSE
For three weeks every summer, the US Open becomes more than a tennis tournament. It's where sport, style, hospitality and New York culture collide. And for Grey Goose, it's one of the biggest brand moments of the year.
To celebrate 20 years as the Official Vodka of the US Open, Amplified helped reimagine how the brand showed up, transforming a global creative vision into an immersive brand world that extended from the tournament grounds to the heart of Manhattan.
Game. Set. Goose
At the center of it all was a newly built, custom hospitality suite inspired by the Grey Goose Hotel. We evolved the global design direction into a fully realized luxury environment, bringing together thoughtful design, fabrication and flawless execution to create an elevated hospitality experience. Across the grounds, we brought 16 branded activations to life, seamlessly connecting bars, hospitality destinations and consumer touchpoints into a cohesive brand experience throughout the tournament.
The experience didn't end at match point; at Grand Central Terminal, Amplified designed and executed the return of The Last Serve Bar, transforming one of New York's most iconic landmarks into an extension of the US Open. The two-day pop-up brought the signature Honey Deuce to the heart of the city, tapping into New York's championship fandom and the energy of the US Open. Bringing the campaign's Ultimate Baller press conference set to life, we invited consumers to step into the spotlight and become the Ultimate Baller themselves, playfully connecting the worlds of basketball, tennis and the Honey Deuce's iconic three melon balls.
The impact extended across the entire partnership, with Honey Deuce sales growing 18% year over year, cementing its position as the #1 cocktail in all of sports and Grey Goose earning the #1 share of voice among vodka and US Open beverage competitors.
One global creative vision. Dozens of moving parts. Three weeks of seamless execution. An experiential campaign that made Grey Goose impossible to miss.
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