GREY GOOSE Vodka Invites People to Treat Themselves as the Special Occasion with the Launch of Live Victoriously

Introducing the first new, integrated brand platform from the brand in over a decade

HAMILTON, Bermuda, April 17, 2019 /PRNewswire/ -- GREY GOOSE vodka is proud to announce 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 fulfillment 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 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 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 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 TVC 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 Entertainment Networks, Primetime TV and Sports Programming. 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.