It’s Your Spot

With “It’s Your Spot,” Forsman & Bodenfors highlights how Seagram’s 7 has expanded its status beyond that of a dive bar favorite into a drink suitable for the most unique locales. “Since the relaunch of the brand, we’ve spent several years making it synonymous with dive bar whiskey,” says Forsman & Bodenfors NY Head of Strategy Steve Gorski. “As drinking habits have changed and too many dive bars have closed since the pandemic, it was important to meet drinkers where they’re at — and we’re seeing them drink more outside of bars and into the great outdoors. We were inspired by our dive bar regulars, and how they create new spaces to make their own watering holes — the unofficial drinking spots that become official for a group of friends through history and memories.”

Forsman & Bodenfors’ strategy was to present the evolution of the Seagram’s 7 brand in an unpretentious yet relatable way while also evoking feelings of sharing an inside joke between the brand and the consumer through deadpan humor. In order to do this, Forsman & Bodenfors enlisted the ideal spokesperson in comedian, author and actress Iliza Shlesinger, who has performed in her fair share of dive bars early in her career. Known for her numerous Netflix stand-up specials, books, and film roles, Shlesinger infuses her trademark dry wit as she engages with somewhat eccentric characters in their own natural, distinctive drinking environments, from a fishing hole to a garage filled with football fanatics.