Grey Goose Does The Sun Dance

from Reuters: Robert Redford’s Sundance Channel has partnered with Grey Goose Vodka to produce a six-part series called “Iconoclasts,” which will start airing on the cable outlet beginning in November,
Each episode will bring together two innovators from different fields, including film and television, architecture and design, fashion, food, music and sports. One will act as a guide into the world of the other to explore each individual’s creative process, inspirations and passions. The producers said they have not yet cast any “Iconoclasts.”
The series is the first project for Grey Goose Entertainment, the new production arm of Bacardi’s Grey Goose Vodka, which hopes to extend its high-end vodka brand by creating entertainment that appeals to its consumer base.
Grey Goose Vodka is not expected to be featured in the show but likely will show up off-air at series launch events planned for the top 25 media markets, said Sundance Channel vp marketing Kirk Iwanowski. Because Sundance Channel does not run commercials, there will be no spots for Grey Goose Vodka surrounding the series.
“You will see Grey Goose utilize this as an off-air marketing platform,” Iwanowski said. “Grey Goose Entertainment is in and of itself a brand extension (of Grey Goose Vodka). It’s an opportunity for them to reach out to their target demographic beyond traditional advertising or their core product,” Iwanowski said.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.