Born out of Prohibition and into a heritage brand of spirits, Seagram’s Gin embodies the 200-year-old company’s focus on craftsmanship and tradition. While the history of Seagram’s sets it apart from competitors, its also distanced the brand from younger consumers seeking a more modern experience from their favorite spirits brands. Seagram’s Gin tapped Ready Set Rocket to revitalize their look and tone of voice, and make their progressive heritage relevant and celebrated among a youthful, multicultural audience.
For urban Millennials, it’s the moments that matter. Creative collaboration. Shared laughter. Engaging conversation. When it comes to drinking, they care less about flashy clubs and trendy bars, and more about socializing with people who inspire them. In redefining what Seagram’s Gin represents, we brought their progressive history into today’s world, creating a story rooted in authenticity and diversity that appealed to the modern hustler — a hard-working Millennial who defines success not by money and material possessions, but by passion and meaningful achievements.
The refreshed brand positioning was brought to life through an enhanced graphic system, updated tone of voice, social content strategy and creation, and a new website. From stop motion video and eye-catching infographics to stunning photography, we showcased the versatility of Seagram’s products as an essential part of an authentic lifestyle.
By repositioning the passion and craft of Seagram’s Gin for a more modern audience, our digital campaign increased positive brand awareness, decreased negative perceptions and generated over 24.6M impressions. As a sure sign of success, Ready Set Rocket has been brought on as the brand’s agency of record. Most importantly, we’ve set the progressive history of Seagram’s Gin up for another 200 years of success.