US: Crown Royal launches new ad drive

Crown Royal has unveiled its latest print adverts. The new executions are the brand's first in six years.

"Originally blended for royalty, Crown Royal strives to unlock the king in all of us, and this campaign reminds consumers that they deserve nothing less than the finest in life," said Mike Fernandez, senior brand manager, Crown Royal. "These latest executions further a 30-year celebration of the unmatched quality of this whisky and the fact that we are all worthy of being treated like royalty."  

Created by Grey Worldwide New York, the new campaign will debut in the October issues of major men's magazines. Grey has been handling Crown Royal's print campaigns since 1994.

"Our new advertisements take a strong brand with recognizable campaign equities to the next level with humour that strikes the right balance between a premium product and everyman's psyche," said Tim Mellors, Grey Worldwide North America's chief creative officer.                                                 

The campaign will also include ads customised for different markets. One regional execution shows the crowns of three kings, including Henry VIII of England and Felipe III of Spain. The third crown depicts a Crown Royal bottle cap, with the words "Mike of Dallas" (the city name changes based on region). Others will be geared towards the NASCAR fan base, including dedicated responsible drinking ads that encourage consumers to "Be a Champion. Drink Responsibly."