Timeless Taste
Stirring up a modern classic
As Seagram’s 7 geared up for their next chapter, they homed in on embracing the brand’s legacy to celebrate the signature Seven & Seven cocktail. With peak recognition in the 1970’s, we looked to make the Seven & Seven relevant by connecting it with the popular craving for a return to simpler times.
Timeless Taste
Classic films are rereleased, songs are covered and remixed decades later, and fashion uses retro aesthetics to inspire the next season’s collections. And with the iconic heritage of the Seven & Seven, Seagram’s 7 took the opportunity to celebrate the enduring magic of smooth, uncomplicated moments through ‘Timeless Taste’.
Remastering the Iconic Duo
Tapping into nostalgia rooted in the brand, we used the enduring charm of Seagram’s 7’s print ads from the 70’s to connect with modern audiences. By updating occasions and fashion while keeping the look and layouts of the classic ads, we were able to create new imagery that feels timeless. We also utilized print textures and slight aging in retouching to give the assets a distinctive vintage feel.
In our videos we sought to capture everlasting social moments. Shooting in the Heartland allowed us to remain connected to the target audience through authentic casting and locations. By filming on Super 8 and 16mm, we maintained the throwback visual texture and fly-on-the-wall shots that cue simplicity and lasting great times.
“We were delighted with Forsman & Bodenfors’ agile strategic thinking and creative process as we reimagined some of our most iconic ads within a few months. The team identified a clear insight rooted in the comfort of the past that connected with our core heartland consumer. Our campaign’s early results are excellent: The ad testing shows +58% increase in purchase intent and the engagement on social is exceeding our benchmarks by +78%. We look forward to building on Timeless Taste, a platform that celebrates our legacy, while making our brand relevant today – all possible through our brilliant partners at Forsman & Bodenfors.”
Hannah Todd, DIAGEO Brand Director
Campaign summary
Seagram’s 7 embraced their brand heritage to connect with a modern American audience, celebrating the Seven & Seven with a 2024 spin on their iconic ads from the 70’s.
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