Dressed in updated packaging with a twist-off cap for convenience, Seagram Coolers has been relaunched in four flavors: Seagram Wild Berry, Vodka Spritzer, Orange Cream Swirl and Wild Apple.
"The cooler portfolio is an important part of Corby Distilleries' family of brands and we knew it was time for a facelift," said Emma Herlihy, brand director, Corby Distilleries, which owns the Seagram Coolers brand.
The new packaging marks a turning point for the brand: Seagram is set to launch a consumer engagement program which has been developed to ensure female Canadians get excited about this coming summer. For example, Seagram Wild Berry is housed in a hot pink and black packaging and Wild Apple, a new line extension, sports packaging in electric lime green and black.
Marketing support will include a mix of radio advertising, public relations, online and social media in select markets, including Calgary, Edmonton and the Greater Toronto Area. Seagram Coolers will be available at most liquor stores across Canada, in 341 mL bottles and sold in a 4-pack. Select flavors are also available in a 1 L size.
"Being tasked with the opportunity to evaluate the cooler category and refresh the Seagram brand was really exciting! Through visual language, we were able to refresh Seagram Vodka Spritzer bringing to life a sense of sophistication, freshness and style." Asheley Formosa, Brand Coordinator, Pigeon branding + design.