• by Teresa Buyikian , July 2, 2024

The classic 7&7: One of THE drinks of the ‘70s, the Seagram’s 7 Crown and 7UP cocktail over ice was the chosen drink of many during its laid back heyday.

Now Seagram’s is reminding consumers of the drink’s fun and simplicity, hearkening back to its old 1970s marketing for a new campaign for 7 Crown Whiskey.

Seagram’s 7 Crown, which still holds the title of the number one American blended whiskey, took inspiration from several of its vintage ads and gave them a modern makeover, “honoring the spirit of the era, reminding fans everywhere that great taste is timeless,” per the brand.

The new executions are part of the brand’s "Timeless Taste" campaign. One spot depicts people (and a dog) enjoying themselves at a BBQ, then switches to a tailgate party, everyone (except the dog, of course) drinking a 7&7. The ad ends on a bottle shot next to a 7UP, with the super “Seagram’s 7 Timeless Taste.” A second spot uses still imagery of the 7&7 cocktail and ingredients with the super “The perfect couple.”

The spots are all given a retro tone, appearing to be shot on 16MM film, with 1970’s music. Ads appear across various social channels.

"We're revisit[ing] some of our most iconic ads and bring[ing] a fresh perspective to them," said Hannah Todd, brand director, Seagram's 7 Crown, in a release. "The 1970s were a pivotal decade or Seagram's 7 Crown, a time when the brand truly shined with the timeless appeal of the 7&7. By modernizing the moments of these advertisements, we're not only paying homage to a special era but also celebrating the enduring legacy of great taste that continues to resonate with our audience today."

An Instagram ad appears to be ripped from the pages of a 1970’s magazine, with a bottle of Seagram’s 7 wearing a large crown next to a can of 7UP and a fresh 7&7 cocktail.