Seagram's 7 Crown: 1969 to Now

Lookie here, Seagram's 7 Crown whiskey hasn't put out an ad in decades either. Just like Sun Maid, they find themselves a little behind their competition so they put out a "comeback" campaign.

This time we're just going to focus on the design and language of the two ads and talk more about the newest campaign and what media tactics they're using.

1969 Advertisement

"We could say we're smoother. Or lighter.
Or we could simply talk 'quality'.
How smart it is to order Seagram's 7 Crown out.
How right it is to serve it to company.
But where words might not convince you, this undisputed fact should:

So many people find so many good things in Seagram's 7 Crown that it's the best-liked brand of whiskey in the entire world.

Is that a slight edge? Or is that a slight edge?
Say Seagram's and Be Sure"

That's what the two blurbs of text say on the 1969 ad for Seagram's 7 Crown whiskey. Firstly, I'd like to point out the horrific type-setting they did for that ad. There are SO MANY widows and orphans within that text that it pains me to look at it.

For those unaware of "widows" and "orphans" in typesetting:

Widows are single lines of text or solo words left alone at the bottom of a column or paragraph of type
Orphans are the same but they appear at the top of a page or column.

And don't even get me started on the rag or how close the type gets to the photo on the right.

Moving on. The language of this ad uses ethos—credibility—and logos—logic—to persuade the viewer to purchase Seagram's 7 over competitor whiskey. I'm finding the tactic of using logos, pathos and ethos to be a big hit in a lot of these older ads.

Overall, while it may not be as pleasing to the eye as other ads I've seen in the old Life magazines and newer ads, it got the job done through its language and message.

The Comeback

Firstly, can we just appreciate how much more pleasing this ad looks? Split directly down the composition, photo to the left content to the right and the brand color front and center. Even finding a photo with a similar red tint in the background?! Could it look any prettier?

In some people's opinion, maybe; but, for it's first campaign in a few decades, I think Seagram's did a pretty good job. Plus they just want to get straight to the point with a comeback campaign. I believe comeback campaigns are best when they go back to the basics. Don't get too out there if you're mainly trying to remind people about your brand and product.

While there are a few widows in the typesetting, it works because of how the type is broken up and the tracking of the typeface they use. Unlike its 1969 ad, Seagram's is appealing to the comfortability and known-ness (can't remember the word, if you know what I'm trying to say please let me know what word I'm missing) of a bar atmosphere.

Though you can't see it here, if you conduct a little research, Seagram's has heavily relied on celebrity endorsement and events for this comeback campaign. Garth Brooks and The Kills both collaborated with the brand.

Not only have Seagram's and Brooks declared 2019 summer as the summer of dive bars, they also pledged to #jointhepact to never drive impaired and urge fellow dive bar patrons to join them. According to PR Newswire, "Brooks, who recently debuted what is already being called this summer's anthem 'Dive Bar' featuring Blake Shelton, will be popping up at hometown dives across the U.S. for impromptu concerts as part of his summer tour."

Indie Rock duo The Kills, who made their start performing in dive bars, also collaborated with Seagram's 7 Crown to remaster two of their hit songs and "help highlight the importance of dive bars, according to AdWeek.

This comeback campaign comes with its reasons. According to Mediapost, Seagram's 7 Crown went from selling 9 million cases per year in the '70s all the way down to about 2 million per year now. Hopefully, with the current campaign Seagram's can get back to being "the best-liked brand of whiskey in the entire world" like in 1969.

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