Seagram's 7 Crown

  • Client: Diageo

The biggest selling spirit of all time had been in sharp decline for decades. A once iconic brand and go-to bar call was facing extremely low awareness among a new generation of drinkers.

We set out to change perception and make 7 Crown a “brand for me” among a new generation. Staying true to the brand’s classic heritage, we developed a new communications strategy and visual identity inspired by the liquid’s ability to easily mix with just about anything and the mystical properties of the most powerful number in the universe… 7

Just Add 7 was born. A platform that has re-shaped the visual identity and on-trade communications around the brand and one that is just getting started.


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