Seagram’s Gin
Refreshing a new generation of spirit lovers.
Turning the pretentious world of alcoholic beverage marketing into something more relatable to the new generation of consumers.
- Ad Campaigns
- Analytics Strategy
- Communications Strategy
- Digital Strategy
- Media Management
- Media Planning
- Websites & Applications
Challenge
Seagram called Ready Set Rocket up when sales were down to help them maintain their position as “America’s #1 Gin.” The goal? Capture the attention of a new generation of consumers.
Solution
When we researched, we learned that traditional alcoholic beverage marketing no longer hits a modern audience. So we got to work developing a new brand position, design system, and integrated campaign strategy that would keep it real. We applied this new strategy across broadcast, digital, and social media. To get the word out to even more, we teamed up with Barstool Sports and Complex magazine to shine Seagram’s Gin in a more relevant and relatable context.
Results
Clink clink! The repositioning of Seagram’s Gin brought the brand 40+ million impressions, reached 8+ million people, and generated 4+ million video views. The integrated campaign we launched generated a 12.2% lift in brand awareness and a 122% increase in positive sentiment towards the spirit compared to the prior period — we proved Seagram’s gin keeps it real, as do the people that drink it. We’ll drink to that.
Campaign messaging spanning digital, broadcast, social media and OOH reminded consumers that you don’t need a big night out to have fun.
The Proudly Us campaign appealed to the laidback desires of everyday consumers, letting our new audience know that there’s nothing wrong with choosing your couch and the remote over a flashy club and bottle service.
The revitalized tone of voice was brought to life across Seagram’s Gin social properties through engaging copy that encouraged followers to tag friends and reminisce.
