The Crown Royal Team at Diageo asked us to develop a consumer sampling program, so we set out to learn as much as possible about Crown Royal, whisky in general, and the people who drink it.
In developing the Brand Strategy, we worked with the brand team to define the target audience. Our goal was to create a luxury on-premise program that would engage the consumers/gate-keepers/VIPs in a cinematic and educational way. The program had to focus on Crown Royal's mixability, especially at the higher end of its portfolio. The Crown Royal Classic Creations concept has a straightforward, no-frills aesthetic incorporating the classic style of the brand. Authenticity, quality and history play significant roles in this bar-like experience. The idea was for consumers to stop thinking of certain drinks as “vintage” and start thinking of them as “timeless.”
Classic Creations was executed in seven cities: Atlanta, Charlotte, Dallas, Orlando, New Orleans, Nashville and St. Louis, with attendance at a very high rate of 67%. Our strategic concept for the event encouraged guests to taste the liquid and learn about the portfolio, with many sampling Crown Royal for the first time. We'll raise a glass to that!