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Tennis player Frances Tiafoe and Grey Goose toast to the Honey Deuce’s enduring legacy at the US Open in a new campaign by MullenLowe U.S.
To mark the 2024 US Open, Grey Goose Vodka has teamed up with Frances Tiafoe, the talented American tennis player affectionately known as “Big Foe.”
Tiafoe, who is set to compete in the 2024 US Open beginning on August 26th, appears in a new commercial debuting today, where he floats among clouds in a blue sky (a prominent motif in the Grey Goose brand world), sharing his love for tennis, his passion for fashion and his enthusiasm for the Honey Deuce cocktail — “a staple” of the tournament containing Grey Goose Vodka, according to him.
The official vodka of the US Open for 18 years, Grey Goose has long marketed itself as elevating joyful occasions with style. This year’s collaboration with Tiafoe is no exception, as it offers one lucky consumer the chance to upgrade their tournament experience with courtside seats and a visit to the Grey Goose Suite at Arthur Ashe Stadium in New York.
Just as Grey Goose is known for its presence at the US Open, Tiafoe has become an inspiration for bringing his personal panache to tennis. Along with other players and celebrity fans, he has sparked a wave of bold on and off-court tennis looks.
Fashion has become an integral part of the fan experience, with searches for US Open outfit inspiration increasing by 22% in 2023 compared to 2022, according to Google Trends and Google Keyword Planner.
In the same vein, the Honey Deuce cocktail has become a US Open icon since it was created for the tournament in 2007, having been served over 2.25 million times and being dubbed by The New York Times as the “season’s hottest accessory.” The drink is made by mixing Grey Goose vodka with lemonade, raspberry liqueur and tennis-inspired melon balls for garnish.
Frances Tiafoe“For me, style has always been another way to bring an upbeat energy to the court and have fun with it. Grey Goose is all about bringing that same energy to the US Open, and any fan of the tournament knows how iconic the Honey Deuce is. We had so muchfun making this campaign and I’m excited to celebrate this US Open season with Grey Goose.”
The campaign, led by creative agency MullenLowe, kicks off today with the launch of a new content series directed by Max Bartick. Its first installment will live on the Grey Goose YouTube channel, with additional video content and still imagery running on Grey Goose and Tiafoe’s social channels over the coming weeks.
The project will also be featured in a prominent out-of-home spot in Times Square, with additional assets spotlighting the Honey Deuce on Uber and across online video and linear TV.
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