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Crown Royal Whisky
Revitalizing the Spirit of Generosity

RAN IN: United States

CLIENT
Diageo North America

Sophie Kelly, SVP, North American, Whisky
Nicola Heckles, Brand Director, Crown Royal
Johannah Rogers, Senior Brand Manager, Crown Royal
Jean Hauptman, Commercial Planning & Activation Director, Crown Royal
Lauren Pruner, Assoc. Brand Manager, Crown Royal
Heather Murray, Brand Manager, Crown Royal
Brittany Brown, Director of Consumer Planning, Crown Royal
Lauren Lachance, Marketing Associate, Crown Royal
Amanda Perring, Senior Manager, Consumer Planning
Michelle Sibley, Assoc. Manager Culture and Partnerships, Crown Royal

AGENCY
Anomaly *Lead Agency


Taylor Strategy *Lead Agency


MKTG


Wasserman


VaynerMedia


SUMMARY

As whisky grows, Crown Royal set out to modernize the brand and capture a new and radically diverse generation of drinkers. Born as a premium gift for royalty, Crown Royal redefined status and wealth building on the insight - It's not what you have, it's what you give and how you give it. The 360 campaign was a roaring success in recruiting the next generation who believes live generously and life will treat you royally.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT,EVENTS,INTERNAL MARKETING,OOH,PR,SOCIAL MEDIA,SPONSORSHIP,TV

Audience: Men

Objectives: Recruitment

Language: English