Now, Coca-Cola Refreshments and other bottlers are combining the strength of the Seagram's brand with the extensive Coca-Cola distribution system to significantly increase availability of Seagram's Ginger Ale, Club Soda, Seltzer and Tonic Water in retail outlets across the United States.
"While ginger ale [image-nocss] and mixers are favorite beverage choices for many adults, they weren't fully available offerings in the Coca-Cola portfolio of beverages," said Caren Pasquale Seckler, vice president of sparkling flavor brands for Coca-Cola North America. "By making the Seagram's brand more readily available, we can ensure when people reach for ginger ale or mixers for both every day enjoyment and for social celebrations, they choose Seagram's."
"We see great opportunity for Seagram's," added Pasquale Seckler. "With increased distribution, new, expanded marketing and the support of the entire Coca-Cola System, we'll be able to put Seagram's Ginger Ale and mixers within easy reach of people everywhere."
Marketing for Seagram's will roll out in several phases, beginning this month with new radio and out-of-home advertisements for Seagram's Ginger Ale. Targeted to adults, the new brand messaging conveys the comfortable sophistication that Seagram's can bring to the everyday. The "It's Good to Be You" campaign highlights the clean taste and natural ginger flavor of Seagram's Ginger Ale as a great option for adults seeking a noncaffeinated way to unwind and wash away the hassles of the day. The campaign was created by Ames Scullin O'Haire (AS0) of Atlanta.
Additional marketing programs and enhancements will launch throughout the year.
The Atlanta-based beverage company's portfolio includes Coca-Cola, Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply and Georgia. It also provides sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Seagram's is a registered trademark of LDI (Cayman) Ltd. and is used under license.
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