Seagram’s 7
Once a mainstay of liquor cabinets, Diageo’s Seagram’s 7 had been kicked aside by the craft whiskey movement. To bring the brand back, we infused it with a whole new identity as a simple drinking solution in a world of complicated cocktails. And we made a new home for it in that cathedral of causalness: the dive bar. As it flipped sales from negative to positive, “This Is Your Whiskey” became the second-best performing campaign in the Diageo portfolio after the bigger-budget Smirnoff work.
Love Story
As you can tell by the video above, our campaign approach was simple. Be a fly on the sticky wall of a dive bar and celebrate all the things that make a dive a dive. Like the relationships.
Playlist
For that moment at 3am, in front of well-stocked jukebox that seems like it was filled just for you.
Decor
So the “When Alive” part didn’t go over well with ALL of our audience, but… we stand by our stag.
Floor
Dive bar floors are gross… in the best possible way.