Diageo North America

Sophie Kelly, SVP, Whiskey
Nicola Heckles, VP, Crown Royal
Jim Ruane, Brand Director, Crown Royal
Johannah Rogers, Senior Brand Manager, Crown Royal
Lauren Pruner, Associate Brand Manager, Crown Royal
Brittany Brown, Director, Consumer Planning
Amanda Perring, Senior Manager, Consumer Planning
Gina O'Halloran, Senior Manager, Media
Michelle Sibley, Associate Manager, Culture & Partnerships
Jean Hauptman, Director, CP&A
Jason Sorley, Brand Director, Crown Royal
Anne Mason, Senior Manager, Media
Kyra Zeller, Senior Manager, Brands in Culture
Brian Boline, Director, CP&A

Anomaly *Lead Agency

Starpower LLC

Taylor Strategy

Carat

PHD

By reinterpreting its royal status and being radically inclusive to a new generation of whiskey drinkers, Crown Royal was able to reverse years of declines in growth, penetration and trial. Instead of pushing pedigree and provenance, Crown unified a diverse, multicultural audience behind a relevant and aspirational brand purpose and status, inspiring generosity. Crown activated this idea in drinker culture and communities, leading to double digit increases in Emotional Engagement and Brand Dynamism, especially among critical audiences of 21-29 YO and African American drinkers.