Grey Goose invites the world to “live victoriously”

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Grey Goose vodka has announced the unveiling of its global brand platform, “Live Victoriously.”

The ethos of the Live Victoriously platform, created by new AOR MullenLowe U.S., is an answer to consumers’ demand for more authentic and relatable luxury brands.

“At its core, Live Victoriously recognizes 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 behavior suggests a willingness to compromise on both,” said Lee Applbaum, Global Chief Marketing Officer.

He adds, “‘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 recognize 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 TV spots 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 spots, directed by Fredrik Bond and overlaid with emboldening taglines including “Live like you’re the special occasion,” “Live like every day is your birthday” and “Live like your phone doesn’t exist,” will be airing through June across cable, primetime TV and sports programming. Take a look below:

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Iconic out-of-home boards will also feature the campaign creative within major markets like New York, Chicago, LA, Miami, Washington DC, Las Vegas and Atlanta, along with national print media outlets – from Esquire to Rolling Stone to Food & Wine Magazine.


The vodka is also relaunching its digital and social ecosystem globally by transforming into an immersive, interactive website, enriched with custom content. Additionally, introduction of the Live Victoriously platform will be supported by exclusive media partnerships with top content hubs like Hulu, Spotify, The Skimm and HypeBeast.

To celebrate the launch of the Live Victoriously platform, Grey Goose took over happy hours in New York and London 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 Jamie Foxx, Aidy Bryant and Colin Jost in New York City and Jack Whitehall in London – 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.


In addition to MullenLowe, the brand 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..

Source: Grey Goose