Our challenge was to create a consumption occasion for Grey Goose that didn't involve people going to bars, and was achievable at home. It also needed to be unique enough to get people to act.

To answer the brief, we added a new, secret ingredient to Grey Goose cocktails - sound.

Knowing from prior research studies that sound can influence perception of taste, we created 3 x 10 minute podcasts in 3D audio, that changed the taste of Grey Goose cocktails, using sound!

As a result of the campaign 58% of people who listened to the podcasts took some sort of action, and Grey Goose's Net Promoter score increased by 36.5 points.