Seagram’s 7, the classic American whiskey brand, has launched its first integrated campaign in 10-plus years.
The “This is Your Whiskey” campaign is an ode to the no-frills of a dive bar, the company says: the jukeboxes, the beat-up booths, the graffiti bathrooms and the simple drinks that “bring a sense of character and charm to every establishment.”
In addition to the campaign, Seagram’s 7 underwent a new package design and established the inaugural National Dive Bar Day on July 7, 2018.
To further support casual establishments, Seagram’s partnered with The National Trust for Historic Preservation for the Save the Dive Bar program, which included a $25,000 donation to help keep dives alive, the company reports.
“With the revitalization of the marketing efforts, the brand has seen positive growth over the last six months,” the company says.
This campaign was created by Forsman & Bodenfors New York and includes digital video, social and OOH. A series of videos were shot by cinematographer Ed David.