Seagram’s 7 launches first campaign in a decadeBy Owen Bellwood
Diageo-owned American whiskey brand Seagram’s 7 has launched its first marketing campaign in more than 10 years.
The brand’s campaign, called This is Your Whiskey, has been created to honour the “no-frills” American dive bar with images of jukeboxes, graffitied bathrooms and bar stools.
New York-based creative agency Forsman & Bodenfors created the campaign, which includes activations across digital video, social media and out-of-home.
The campaign also features a series of videos created by cinematographer Ed David.
The launch of the campaign follows a design update for Seagram’s 7 and the launch of the inaugural National Dive Bar Day (7 July) earlier this year. According to the brand, this has helped drive positive growth over the last six months.
Seagram’s 7 portfolio is available across America and includes its original, honey and apple-flavoured expressions.