GREY GOOSE vodka has announced the unveiling of its new global brand platform, Live Victoriously.<\/p>\n
The ethos of the Live Victoriously platform is an answer to consumers’ demand for more authentic and relatable luxury brands \u2013 personal fulfillment is no longer achieved by simply impressing others, but rather by celebrating the moments that matter to one personally \u2013 big or small.<\/p>\n
“At its core, Live Victoriously recognizes that you are the special occasion, and that every moment\u2014big and small\u2014is 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.”<\/p>\n