CROWN ROYAL® Blended Canadian Whisky was first created as a gift for the King and Queen of England to celebrate their visit to Canada in 1939 – a delight truly fit for royalty.*
The market for whisky is crowded with hundreds of different brands – and within in each of those brand exists dozens of secondary brands. In order for Crown Royal to stand-out from its competition (Jack Daniels, Jim Beam, Chivas Regal to name a few), I had to really think about what made the brand unique. Crown Royal’s parent company, Diageo North America, wanted to position Crown Royal as a brand that was suitable for every type of whisky drinker. The challenge was that the packaging and name of the brand was presenting Crown Royal as a very prestigious and expensive. Consumers were often times turned off by either the name or the packaging. This was the challenge presented by Diageo: reposition Crown Royal as a brand that was easily accessible and down-to-earth but still retain its regal image.
The micro-content I produced focused less on the prestigiousness of the brand and more on the natural and majestic landscapes reminiscent of Manitoba, Canada – where Crown Royal is produced and manufactured. I also utilized natural materials like wood and barley to reinforce the brand’s messaging, and recreated a tailgating party in the photo studio so that consumers would consider Crown Royal (instead of its competitors.)