Always Bring Real to the Table
Following a recent 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 modern millennial audience.
Seagram’s Gin was born out of Prohibition and brought up into a heritage class of liqueurs. It has long remained a leader in the white spirits category and served as the go-to gin for generations.
In the world of hard liquor marketing, clubs, nice cars and stilettos are familiar images. But after audience research, Ready Set Rocket discovered that their base prefers the opposite—intimate nights in, over big nights out. With that insight in mind, they developed a new brand position, identity system and integrated campaign that encouraged people to “always bring real to the table.” The campaign activated consumers across broadcast, digital and social media. And to further scale their reach, Ready Set Rocket partnered with Barstool Sports and Complex magazine to celebrate close friends, true connections and home hangouts.
After repositioning the passion and craft of Seagram’s Gin for their new audience, Ready Set Rocket generated more than 40 million impressions, reached over 8 million people and generated more than 4 million video views. Most importantly, they were able to show that Seagram’s Gin is as real as the people who drink it.