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Bacardi Turns Up The Volume On Grey Goose With Its “Live Victoriously” Campaign

April 17, 2019

Today, Bacardi launches its new brand platform for Grey Goose, “Live Victoriously.” The investment marks a 44% spending increase for the brand in the U.S., the company tells SND. Last year, Grey Goose spent $12.6 million on media advertising, according to Kantar.

The new programming combines a national print campaign running in lifestyle titles like Rolling Stone and Esquire, digital, television, and social media activations aimed at promoting Grey Goose in everyday occasions that are more accessible for consumers, as opposed to the brand’s luxury-focused campaigns of the past. “The ethos behind Live Victoriously is that every single moment has the potential to be a lifelong memory, so why not spend a few dollars more and treat yourself?” Grey Goose CMO Lee Applbaum tells SND.

The new platform is a reset for the brand following a challenging decade. Grey Goose’s former positioning as a spirit for celebrations and milestones was not sustainable, according to Applbaum. “The way we talk to the consumer and the trade needs to be relatable,” he says. “We then create a reason for consumers to pay more for a premium product.”

Applbaum adds that over the last 10 years consumers shifted away from the brand while continuing to note its quality. “It became a consumer issue of relatability. Consumers’ inability to connect with the brand on an emotional level hurt us,” he says. Live Victoriously is Grey Goose’s bid to reconnect with consumers at the gut level and become a viable option across more diverse occasions.

Ads will run in national print media, and cities like New York, Chicago, Los Angeles, Miami, Washington, D.C., Las Vegas, and Atlanta will see billboard advertisements. The TV spots will air on cable and network stations during primetime, and during sports programming in markets across the U.S. The MullenLowe U.S.-program will also come with a heavy investment in digital: Grey Goose’s website will transform into a hub for Live Victoriously-related content. Streaming services like Hulu and Spotify will also host the ads. In addition to traditional advertising, Grey Goose will promote user-generated content through its web and social platforms.

Applbaum says that Live Victoriously is a long-term commitment for Grey Goose, following a period in which the brand has had roughly one new campaign every year for a decade. According to Impact Databank, Grey Goose was at 2.3 million cases in the U.S. last year, down from 3 million cases in 2010. In calendar 2018, the brand showed low to mid-single digit volume declines across Nielsen, NABCA, and IRI channels.—Shane English

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