Grey Goose has launched a global brand platform that it says responds to consumer demand for "more authentic and relatable luxury brands".
The "Live victoriously" platform is aimed at consumers who are not bothered about impressing others, choosing instead to prioritise things that matter to them personally.
The positioning is supported by a series of films showing people enjoying a cocktail with a friend, restaurant staff catching up after a shift and two people having fun playing the drums.
The 15- and 30-second ads end with taglines including "Live like your phone doesn’t exist", "Live like you own the place" and "Live Like the world is your stage".
They will be shown on video-on-demand platforms for Sky, Channel 4 and Amazon throughout April. The work was created by MullenLowe US, while Publicis Sapient worked on global digital and social strategy.
Grey Goose launched the platform by surprising people in bars across London and New York with performances from comedians posing as bartenders for the evening, including Jack Whitehall, Jamie Foxx, Aidy Bryant and Colin Jost.
Lee Applbaum, global chief marketing officer at Grey Goose, said: "At its core, 'Live victoriously' recognises 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 behaviour 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 recognise that they are the special occasion and that every moment is an opportunity to create a lifelong memory."