Just like the very best French bakers, François Thibault selected one of the finest ingredients France has to offer for his GREY GOOSE vodka: winter wheat from the Picardy, the bread basket of France. This wheat not only lends the world-famous baguette its unique flavour, but also this vodka brand – which bears the attribute of being the World’s Best Tasting Vodka. But there is more of a tendency to associate France more with baguettes than vodka – and GREY GOOSE more with the night life and party scene. In order to create a link between GREY GOOSE and its particular ingredient, the French vodka producer opened Boulangerie François, a very special bakery which presents the story and production process of GREY GOOSE vodka in a tasteful manner.

The French pop-up bakery opened in the heart of Berlin and attracted numerous visitors over four days – both during the day and at night. Guests were able to enjoy the finest of the French art of baking, delicate jams and drinks made specially for the occasion – all created using the same ingredients from which GREY GOOSE vodka is manufactured, of course. A hidden doorway revealed the Fly beyond Bar, which was only accessible for selected guests.

By selecting an exclusive target group and co-operating with high-reach influencers and magazines, it was possible to achieve cross-media reporting before, during and after the event – and therefore maximum awareness of the GREY GOOSE brand across a wide variety of channels.