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Grey Goose: Live Victoriously by MullenLowe

Agency: MullenLowe
Client: Grey Goose
Date: Apr 2019
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Grey Goose vodka has unveiled its global brand platform, 'Live Victoriously'. The ethos of the 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.

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 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 US 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 treating post-work bar crowds to surprise performances from some of the world’s top 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.


Agency MullenLowe

Client: Grey Goose

Global digital and social strategy: Publicis Sapient