Press Release Archives
Seagram's® Gin & Juice™ Launches New Interactive Campaign to Engage Consumers from Coast to Coast
Campaign To Herald Launch Of The All-New Seagram’s® Gin & Juice
NEW YORK, June 20, 2007 – Seagram’s Gin & Juice, the nation’s leading pre-mixed cocktail brand, has launched a new campaign designed to engage consumers by providing them with an unprecedented platform for sharing and exchanging their tastes, styles and preferences for the ultimate party experience.
Designed to coincide with the recent repackaging and flavor extensions of the Seagram’s Gin & Juice line, this national initiative enables consumers 21 years of age and older to engage in dialogue and exchange ideas via a custom website, WhatDoYouBringToTheParty.com. Visitors to the web site are encouraged to share their thoughts on how to liven a party, while having an opportunity to submit a digital photo by phone or PC. In turn, they will receive a complimentary, stylized image of themselves re-rendered in a bold and contemporary style.
The first few weeks of this grassroots, viral campaign, that launched in May, were non-branded with the focus on the consumer and their individual “brands” or styles. Wild postings of the web site address printed in stark red letters on white stickers, broad sheets and posters, were utilized to generate buzz and drive traffic to the site. Once on the site, consumers are exposed to branded messages and images, including information on the new Tropical Thunder™ Seagram’s Gin & Juice flavor, a blend of mango, ginseng and the classic Seagram’s Gin® as well as the other products in the Seagram’s Gin & Juice family. All consumers visiting the site are required to input their date of birth to verify they are of legal drinking age.
“In developing this concept, we are shining a spotlight on the Seagram’s Gin & Juice brand and extensive flavor range while offering our customers the chance to talk to us via the growing mobile media medium rather than just talk at them through traditional advertising vehicles,” said Wayne Hartunian, Global Brand Director for Seagram’s Gin. “We believe this new style of communication speaks to our consumers in their language – bold, vital and innovative - and gives them ownership of the campaign and the brand.” Hartunian continues, “The message is everywhere from National magazine ads and radio promotions to email blasts, Internet sites and billboards, mobile billboards, wild postings, post cards and stickers in select markets. Although the campaign just kicked off in May, the response, so far, has been incredible. We are confident that our new campaign coupled with the launch of our new Seagram’s Gin & Juice Tropical Thunder flavor and the strength of the Seagram’s name will translate into increased category sales and impressive growth for the full Seagram’s family of products.”
“This campaign is a celebration of individuality as well as those lifestyle elements that connect us,” said James Cheung, Creative Director of Brand Architecture International, Seagram’s Gin New York City-based, global advertising agency. “By harnessing the tremendous reach of mobile technology, the Internet and the power of urban audiences to influence trends and tastes, we are setting a new standard and establishing a new base of loyal Seagram’s Gin & Juice consumers.”
Seagram’s Gin & Juice, the #1 brand of Gin & Juice cocktails, was introduced in 1990 as a line extension of America’s #1 Gin. Ready-to-drink Seagram’s Gin & Juice is a delicious blend of premium gin and fruit flavors formulated for the palate of those who prefer fruity versus strong drinks. The line includes a wide variety of exciting proprietary flavors with ginseng and bold, bright colors.
About Pernod Ricard USA
Pernod Ricard USA, based in Purchase, N.Y., is a leading producer, importer and marketer of prized spirits and wine brands in the United States and is one of the fastest growing subsidiaries of the world’s #2 spirits company and #3 wine company, Paris, France-based Pernod Ricard, S.A. The completion of Pernod Ricard’s acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company’s sales value and market share. The company is now the third largest by sales value and the fifth largest by sales volume in the U.S. spirits industry.
Pernod Ricard USA's leading brands include Kahlúa® Liqueur, Chivas Regal® Scotch Whisky, Seagram's Extra Dry Gin®, Malibu® flavored Rum, Stolichnaya® Vodkas, Jameson® Irish Whiskey, The Glenlivet® Single Malt Scotch Whisky, Wild Turkey® Bourbon, Beefeater® Gin, Hiram Walker™ Liqueurs and Martell™ Cognac, as well as Jacob's Creek® and Brancott Estate® wines, Perrier Jouët® Champagne, Mumm® Champagne and Mumm Napa™ wines, and Pernod® and Ricard® Liquors. Enjoy Pernod Ricard’s brands responsibly and in moderation.