Illustration of a colorful butterfly
This button is an example of one of the many joint advertising campaigns between Seagrams Seven Crown Whiskey and the lemon-lime soda 7 Up. Throughout the late 1960s and 1970s, the two companies capitalized on what had become a very popular cocktail, colloquially dubbed the “Seven and Seven”, which was a blend of the two beverages. Among other slogans developed to advertise the two products, a 1979 campaign referred to Seagrams Seven and 7 Up as “America’s Favorite Couple”. The Seven and Seven cocktail is prominently featured in many movies and television shows from the 1970s, including 1973’s Mean Streets and 1977’s Saturday Night Fever. Seagrams Seven has declined in popularity significantly since its heyday in the 1970s. In 2000, the Seagrams Company’s liquor assets were divided between the British beverage company Diageo and the French company Pernod Ricard.