CROWN ROYAL

Brand Strategy

The whisky category has experienced a cultural shift towards greater authenticity and an increased appetite for craft spirits. However, Crown Royal was known more for it's packaging and advertising, on the outside, than the quality whisky on the inside. Our strategy focused on the brand’s very real whisky credentials, including it's craftsmanship, provenance and, most significantly, it’s origin story. 

First created as a gift for King George VI, when he visited Canada in 1939, Crown Royal Whisky is “The One Made For A King”. This not only became a highly compelling story for brand communications, imbuing meaning into the brand's existing assets, (like the name, bottle design and purple bag), but also became the Brand Platform: asserting the Crown Royal's commitment to meet the same uncompromising standards in everything it does.