Seagram’s Gin was born out of Prohibition and brought up into a heritage class of liqueurs. It has long remained a leader in the white spirits category and served as the go-to gin for generations.
Following a recent decline in sales, Seagram’s Gin enlisted Ready Set Rocket to help them maintain their position as “America’s #1 Gin” by appealing to a modern millennial audience.
In the world of hard liquor marketing, clubs, nice cars and stilettos are familiar images. But after audience research, we discovered that our base prefers the opposite — intimate nights in, over big nights out. With that insight in mind, we developed a new brand position, identity system and integrated campaign that encouraged people to “always bring real to the table.” Our campaign activated consumers across broadcast, digital and social media. And to further scale our reach, we partnered with Barstool Sports and Complex magazine to celebrate close friends, true connections and home hangouts.
After repositioning the passion and craft of Seagram’s Gin for their new audience, we generated 40+ million impressions, reached 8+ million people and generated 4+ million video views. Most importantly, we showed that Seagram’s Gin is as real as the people who drink it.
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.
Campaign messaging spanning digital, broadcast, social media and OOH reminded consumers that you don't need a big night out to have fun.
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.
Campaign imagery showed how Seagram's Gin enhances meaningful moments with the people that matter.
Drizzly ads reminded our base that you can skip the club and the line at the liquor store. Why not order Seagram's Gin straight to your door?
Partnerships with Barstool Sports and Complex Magazine helped Seagram's Gin reach their new audience on the right channels and at the right time.