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North American Breweries, Rochester, N.Y., unveiled a new multimedia national advertising campaign and brand image for its Seagram’s Escapes flavored malt beverages (FMBs). Beginning in mid-April, Seagram’s Escapes’ new tagline, “Keep it Colorful,” will come to life through advertising and social channels that inspire consumers to add color to make any occasion more special.
To unveil its new image and tagline, Seagram’s Escapes will debut national TV commercials for the first time in 20 years, the company says. The ads will begin airing in mid-April on Bravo, Food Network and E!.
To support the campaign at retail, Seagram’s Escapes will launch an innovative retail display in grocery stores nationwide. The display builds off of the momentum created by the brand’s 10 bottles for $10 program that introduced a mix-and-match flavor approach to the FMB category.
On social media, Seagram’s Escapes will partner with top trendsetters, bloggers and influencers in the entertaining, fashion, beauty, home décor and do-it-yourself categories to develop monthly content. These ideas will focus on colorful seasonal trends, holidays and party themes and will be shared across all of brand’s social channels.
“The FMBs were once a sleepy giant with very little new news,” said Jennifer McCauley, brand manager for Seagram’s Escapes, in a statement. “Seagram’s Escapes reintroduced the relevancy of coolers and shook up the segment over the last few years with smart and exciting retail executions that reintroduced Seagram’s Escapes to consumers again and drove impulse purchase. Our job now is to make them feel something more for the brand. Our new positioning and campaign, ‘Keep it Colorful,’ elevates the brand in a more aspirational way and connects to the lifestyle of our consumer. Seagram’s Escapes offers both fun and flavor and also shows her more inspired ways to add color to her everyday occasions.”
In addition to the new campaign, shoppers will find new Seagram’s Escapes flavors and packaging at retail. The new Grape Fizz and Fruit Punch flavors will hit store shelves this spring, bringing the total variety count to 18. Additionally, in response to consumer demand, the brand will release three of its flavors — Grape Fizz; Strawberry Daiquiri; and Jamaican Me Happy, its top-selling flavor — in 16-ounce cans. This is the first time the brand has released its product in cans.
“Our consumers love to try new flavors, and Grape Fizz and Fruit Punch are two classics that fit with our family,” McCauley said in a statement. “Seagram’s Escapes 16-ounce cans give them a convenient solution for outdoor gatherings when glass isn’t the best option. It’s a great package to broaden consumption opportunities as well as distribution.”
In other news, Florida Ice & Farm Co., parent company of North American Breweries, announced that Kris Sirchio will assume the position of chief executive officer of North American Breweries on April 14. In this role, Sirchio will lead all facets including brewery operations, alehouses, and sales and marketing efforts.