Challenge
In the face of dusty brand and dipping sales, shift perception of Seagram’s Gin on social media and re-position the brand to appeal to a younger, more-multicultural audience.

Strategy
Instead of competing for high-gloss, nightlife-centric mindshare with Ciroc, Hennessy and others, we positioned ourselves as the go-to gin for everyday occasions and focused our content creation efforts on showing our new audience when and why they should reach for Seagram’s.

Execution
Through three back-to-back campaigns, we applied a new cinematic aesthetic to relatable scenarios and while reducing the prominence of models. In response to positive social feedback, we took the opportunity to reintroduce the brand’s through a 10 part manifesto of timely statements that would reflect Seagram’s Gin’s core qualities and that of our new audience.

Role: Brand Strategy, Creative Direction