by Jonathan Marshall
Headline:“Any drink worth making is worth making sure…”
Tagline: “Say Seagram’s and be SURE…”
Creative advertising linking Seagram’s brands with the evolving consumer culture made an enormous contribution to Seagram’s success. Advertising campaigns associated Seagram products with modernity, upward mobility, and the good life. Advertisements and packaging promoted Seagram as a symbol of craftsmanship, tradition, prestige, and luxury. The emphasis on responsible drinking and an upscale life style has remained an important theme of company advertisements for many years. Beginning in the 1960s, many of the advertisements reflect attention to segmented markets.
After the Second World War, Seagram began commissioning market research studies in order to strengthen its understanding of consumer preferences. This effort expanded after 1950 as the company realized that attitudes about consumption and life style influence brand choices.
Thousands of market surveys in the Seagram collection contain information on consumer attitudes towards beverage alcohol, food, and other consumer products. They also assess brand preferences and the impact of company advertising among different demographic and regional populations. These studies began in the 1950s and are strongest from the 1960s through the 1980s.