Seagram’s Gets Thirsty, Slides Into 7Up’s DMs for Valentine’s Day

A new brand social strategy: surprise, delight and swipe right

A red background with a black smartphone with Instagram DMs open
Seagram's 7 Crown is rekindling the romance in its decades-long relationship with 7Up. Forsman & Bodenfors

Brands fighting on Twitter? Very 2019. Brands climbing into each other’s jeans and rutting like wrestling polecats? That’s the energy 2020 is bringing to social media.

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."