Crown Royal: Igniting a spirit of generosity

Crown Royal (Crown), a premium Canadian whiskey producer, launched a campaign in Canada and the United States to reinterpret its royal status and attract a new generation of consumers.

Campaign details

Brand: Crown RoyalBrand owner: DiageoEntrant company: Special Forces Strategy, MaplewoodIdea creation: Anomaly, New YorkPR: Taylor, New YorkMarket: North AmericaSector: Spirits & liquorsMedia channels: Events & experiential, Merchandise & free gifts, Online video, Outdoor, out-of-home, Print - general, unspecified, Social media, TelevisionBudget: Over 20 million

Executive summary

By reinterpreting its royal status and being radically inclusive to a new generation of whiskey drinkers, Crown Royal was able to reverse years of decline and increase brand equity. Crown changed course, leaving behind an...

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