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.
