Will launching Cherry Noir vodka using Pinterest and Instagram be successful?

Last week an article ran in mediapost.com discussing the fact that 61% of advertising and marketing execs are not interested in using Pinterest. (Loechner, 2012)  That doesn’t surprise me at all.  Taking risks on new media is scary, particularly when marketers are still struggling to find the formula for success on Facebook.

So kudos to Grey Goose for giving it a shot.  Based on its name -- Cherry Noir --  I would guess that the new brand is targeted to experimental Gen Y’s.  So, the use of Pinterest and Instagram seems appropriate from a media perspective.   

The heart of the campaign is the weekly release of a two-minute imagery heavy “Hotel Noir” video.  Instagram photographers were commissioned to release photos inspired by the video theme, and it appears that the accompanying Pinterest board will also be populated by professionals.  But, users are being encouraged to participate as well.  (Lukovitz, 2012)

That makes this a very trendy launch.  But will it be successful? 

 

Loechner, J. (2012, August 31)  Pinterest Interest.  mediapost.com.  Retrieved September 6, 2012, from

http://www.mediapost.com/publications/article/181596/pinterest-interest.html

Lukovitz, K. (2012, September 6) Grey Goose Employs Instagram, Pinterest For Launch.  mediapost.com.  Retrieved September 6, 2012, from

http://www.mediapost.com/publications/article/182483/grey-goose-employs-instagram-pinterest-for-launch.html