Proving Dry Shampoo Deserves a Second Chance
Could a lighter formula turn skeptics into believers?
Grey Goose
Raising a Glass to Saying it Better
Can AI help you tell a story that feels more human?
Background
As AI became a central talking point across culture, GREY GOOSE saw a chance to join the conversation in a way that felt brand specific and built off a real tension: the anxiety of giving a toast. Because as universal as toasting is, it’s also nerve-wracking. People freeze, stumble, and default to awkward clichés. Enter Tailored Toasts—a first-of-its-kind AI tool that helps people craft the perfect words for life’s biggest moments.
In a sea of abstract AI launches, this was something real, warm, and utterly useful.
Journey
Built in just two months, Tailored Toasts blended cutting-edge AI with classic charm. Users answered a few quick questions—who they’re toasting, the vibe, the tone, the length—and got back a custom toast in seconds.
But this wasn’t just a plug-and-play ChatGPT white label. To protect the brand and deliver consistent quality, we built a closed-loop system with guided inputs and a fine-tuned model. It reflected the GREY GOOSE brand tone, followed alcohol and compliance laws, and, in doing so, avoided any spills along the way.
We launched with buzz, but also with utility—designed for weddings, birthdays, holidays, and Tuesdays after 5 p.m., Tailored Toasts was built to live long after launch and become a light brand experience for all kinds of cultural moments.
Outcomes
Things went great. Cheers.
- 5 Minaverage time on site
People didn’t just click. They stayed and explored.
- 94%completion rate
A frictionless, feel-good UX kept users engaged to the end.
Most importantly Tailored Toasts showed that AI doesn’t have to be cold or complicated. It can be charming, helpful, and surprisingly human.
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