Grey Goose begins Live Victoriously campaign
Alcohol company Bacardi has begun a new international branding initiative for Grey Goose vodka. The campaign, called “Live Victoriously,” is intended to present the brand in a “more authentic and relatable” way by encouraging consumers to “celebrating the moments that matter to one personally.” It includes 15- and 30-second television commercials featuring taglines such as “Live like you're the special occasion,” “Live like every day is your birthday” and “Live like your phone doesn't exist.” These will be accompanied by out-of-home and print advertising, as well as social media activities and a redesigned website at <http://www.greygoose.com>. The campaign was developed by MullenLowe, with social media and digital support from Publicis Sapient. The campaign was launched with special events in New York and London.
“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,” said Lee Applbaum, global chief marketing officer for Grey Goose. “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. '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.”