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Diageo-owned American whiskey brand Seagram's 7 has announced its first integrated marketing campaign in the US for more than a decade.

The latest activation for Seagrams 7 focuses on the dive bar concept in the US

The latest activation for Seagram's 7 focuses on the 'dive bar' concept in the US

The campaign, entitled 'This is Your Whiskey', aims to celebrate the no-frills charms of the dive bar – "the ultimate casual place where it's all in the details that make locals and visitors feel welcome and have a memorable experience". The unveiling of the new campaign comes after a recent repackaging of the brand, as well as the creation of the first National Dive Bar Day on 7 July this year.

Seagram's 7 has also joined forces with The National Trust for Historic Preservation in the US in its Save the Dive Bar programme, including a US$25,000 donation to help keep dive bars alive.

According to Seagram's, this "revitalisation of the marketing efforts" behind the brand has led to positive growth over the past six months.

'This is Your Whiskey', which was created by Forsman & Bodenfors New York, comprises digital video, social and out-of-home activations. Videos were shot by cinematographer Ed David.

When spirits companies cut their marketing budgets, why not increase yours? - Click here for a just-drinks comment


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