GREY GOOSE vodka announced the unveiling of its global brand platform, Live Victoriously. The ethos of the Live Victoriously platform is an answer to consumers’ demand for more authentic and relatable luxury brands – personal fulfilment is no longer achieved by simply impressing others, but rather by celebrating the moments that matter to one personally – big or small.
“At its core, Live Victoriously recognises that you are the special occasion, and that every moment—big and small– is an opportunity to create a lifelong memory. It’s ironic that today’s consumer values product quality and brand transparency more than ever, but their purchase behaviour suggests a willingness to compromise on both,” said Lee Applbaum, Global Chief Marketing Officer of GREY GOOSE.
“‘Good Enough’ has become a norm in the category, which has been dumbed down through price compression and clever, but often misleading marketing. Grey Goose is a luxury product, but this positioning has also impaired our ability to fully connect with consumers; more often, they reserve GREY GOOSE for very special occasions. Live Victoriously seeks to change this perception and encourage consumers to recognise that they are the special occasion and that every moment is an opportunity to create a lifelong memory.”
The new global brand platform will be holistically supported by a suite of integrated creative assets, designed to forge emotional connections with consumers in a way that makes GREY GOOSE more accessible, relatable and the right choice for even the most ephemeral of moments – as they, too, have the potential to become lifelong memories.
The Live Victoriously videos on demand reinforce this emotional connectivity by showcasing either a lead character, or group of characters fully committing to unexpected moments of celebration with the utmost swagger.
The 15 and 30 second VODs, directed by Fredrik Bond and overlaid with emboldening taglines including, ‘Live like your phone doesn’t exist,’ Live like you own the place’ and ‘Live Like the world is your stage’, will be airing throughout late April and May across Sky, 4OD and Amazon platforms.
Grey Goose is also relaunching its digital and social ecosystem globally by transforming www.GreyGoose.com into an immersive, interactive website, enriched with custom content. Additionally, introduction of the Live Victoriously platform will be supported by an exclusive media partnership with The Guardian in the UK.
MullenLowe U.S. was recently brought on as the new creative Agency of Record and executed the Live Victoriously platform launch. In addition to MullenLowe, GREY GOOSE appointed Publicis Sapient for global digital and social strategy to drive the digital transformation of the business. These two partnerships have solidified Applbaum’s commitment to holistically overhaul and reposition the GREY GOOSE brand identity.
To celebrate the launch of the Live Victoriously platform, GREY GOOSE took over after-work drinks in London and New York last night by treating post-work bar crowds to surprise performances from some of the world’s most beloved comedians.
Posing as on-duty bartenders for the evening, comedic talent – including Jack Whitehall in London and Jamie Foxx, Aidy Bryant and Colin Jost in New York City – served up cocktails alongside spontaneous stand-up acts, which focused on the new platform’s principal message: to Live Victoriously is to treat yourself like you are worthy of the very best, and the best moments to treat yourself can be found right under your nose – even on a Tuesday at 6pm.
Throughout the year, GREY GOOSE will continue to bring together cultural purveyors from different fields to disrupt everyday moments in order to inspire people to Live Victoriously in cities across Europe, over the summer.
As the leader of the super-premium vodka category, GREY GOOSE is already synonymous with exceptional quality and is largely attributed as having changed the category forever when it was first introduced 22 years ago. With the launch of Live Victoriously, however, the brand will look to remind consumers that quality need not be reserved exclusively for life’s major moments – GREY GOOSE is for every moment that has the potential to become a lifelong memory.