Crown Royal had a perception problem. The dependable Canadian whisky was known for just two things: being dependable, and being Canadian. It’s the kind of whisky you know is at every bar, but not necessarily one that demands to be ordered.
We built a campaign around the brand’s iconic purple bag to reveal that what’s packaged within is more than just a spirit, but rather a coronation. Crown Royal is the choice of drinkers who command respect, live with confidence, and unapologetically rule their own little corners of the world.
This branding campaign represented the most ambitious launch in Crown’s history.