SEAGRAM’s 7:
RELAUNCHING AN OLD-SCHOOL WHISKEY INTO NEWFOUND CULTURAL RELEVANCE.
Back in 2018 Seagram’s 7 was in a pickle. The brand hadn’t been marketed in over 10 years, its loyal buyers were aging, and its Millennial target was surrounded by bourbons, ryes, scotches and Japanese whiskies up the wazoo.
Through sophisticated research (i.e. interviewing happy hour barflies), we came to a breakthrough insight: In a world rife with complex cocktails, Seagram’s no-frills style was exactly what drinkers were craving.
Seagram’s 7 wasn’t outdated – it just needed to be recognized as the low-key whiskey for low-key drinkers.
We came up with a brand platform and relaunch campaign that celebrated the humblest of watering holes – the American dive bar.
Webby-nominated :15s honed in on beloved dive bar details.
Social headlines lived on an old bar sign.
And contextual headlines were even printed onto dive bar decor.