Following a 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 new generation of consumers.
To reintroduce the brand to the millennial audience, our team conducted extensive research, and found that traditional alcoholic beverage marketing no longer resonated with them. We developed a new brand position, design system, and integrated campaign strategy. The campaign activated consumers across broadcast, digital, and social media. To further scale our reach, we partnered with Barstool Sports and Complex magazine to bring Seagram’s Gin into a more relevant and relatable context.
The repositioning of the brand generated 40+ million impressions, reached 8+ million people, and generated 4+ million video views. Our integrated campaign generated a 12.2% lift in brand awareness and a 122% increase in positive sentiment compared to the period prior—proving that Seagram’s Gin is as real as the people who drink it.