THE CHALLENGE

In a category where social and celebratory drinks were growing, Crown Royal was having trouble keeping up.
It just wasn’t fitting into whisky culture’s, high-energy shot occasions preferred by younger multicultural Millennials.

THE ACTIVATION

We introduced new Crown Royal Regal Apple™, as the go-to whisky for these occasions and consumers. As art director on the small team, I worked to develop the visual concept & art direct the photoshoot. This key visual was then used to create print, out-of-home, digital and social assets.

In addition to the key visual, we also worked to develop a suite of custom elements to sell into both off and on-premise national accounts.

Two-sided t-shirt with design wrapped around. Gold foil hits for gold apple and logo on back.

Left: 50ml counter unit for liquor stores resembling an apple tree to hold mini bottles/bags, comes in two pieces.Top Right: Wheel of shots displaying Crown Royal portfolio meant to push flavored shots in bars.Bottom Right: Rounded rocks glasses/sho… — Left: 50ml counter unit for liquor stores resembling an apple tree to hold mini bottles/bags, comes in two pieces.
Top Right: Wheel of shots displaying Crown Royal portfolio meant to push flavored shots in bars.
Bottom Right: Rounded rocks glasses/shot glasses (apple shape) with engraved illustrations from packaging.

THE RESULTS

We cultivated a connected-consumer experience, driving trial in bars as well as sales off-premise, with a conversion-driving shopper campaign that achieved
#1 Selling Spirit Innovation and #1 in Consumer Pull, Surpassing All Major Whisky Innovation and reaching 1 Million Cases in Less Than a Year.

PROGRAMATIC ADS + POSTERS

Below is a collection of several key visuals done for Crown Royal ranging from summer programs to product launches.