Vodka Seeks Agency

Sleek packaging and its positioning as the “world’s best-tasting vodka” may have contributed to Grey Goose’s popular ity with the hip martini- and cosmo politan-drinking crowd. But the liquor brand, looking

to further boost its market share, has launched a search for a creative partner to handle TV work.

The brand is imported in the U.S. by the Sidney Frank Importing Co. in New Rochelle, N.Y., which will hear presentations this week from finalists Dailey & Associates, West Hol lywood; Team One, El Segundo; and San Francisco agencies Goodby, Silverstein & Part ners and Wolfe/Doyle, all California, and one undisclosed New York agency, the client said.

Lee Einsidler, SFIC evp, confirmed that the company seeks a shop with experience “with best-in-class brands” to create a 30-second TV spot for Grey Goose Vodka to air on The Golf Channel.

In 2002, Grey Goose spent roughly $10 million on print and radio ads tagged, “World’s best tasting vodka,” and more than $5 million in 2001, according to CMR. Creative has been in-house, with KSL Media in New York buying media.

The TV execution will retain the Grey Goose “best-in-class” positioning, said one source.

Agency executives could not be reached or declined comment.

Grey Goose doubled its market share to 1.5 percent in 2001, while that of the leading imported vodka, Absolut, slipped to 11.7 percent from 12.2 percent in 2000, per Impact Data bank. Absolut’s work from TBWA\ Chi at\Day, New York, has for two decades shown items that form the shape of an Absolut bottle.

Grey Goose’s search is led by SFIC chairman and founder Sidney Frank and Einsidler, sources said. A decision is expected by the end of the month.