Crown Royal Debuts First National Ad Campaign in More Than Five Years

‘For Every King a Crown’ Spots Recognize the King in All of Us

In its first national brand advertising campaign in more than five years, Crown Royal Canadian Blended Whisky will debut a new advertising campaign that shows accomplished individuals who despite their success, stay true to their values revealing an inspirational strength of character.

The creative content represents a new emotional positioning for the Crown Royal brand whose royal origins date back to 1939 when the first bottles, wrapped in the iconic purple velvet and gold tasseled bag, were specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain. Reflecting regal acts in a contemporary world, each of the two 30-second spots, titled “Set” and “Billiards,” depict casual settings where everyday people are highlighted for small, yet notable things that make them extraordinary individuals — kings of their own world.

“Consumers have always appreciated Crown Royal for both its exceptional quality and its iconic packaging. This new advertising campaign is another step towards establishing a strong and lasting emotional connection with our consumers,” said Ami-Lynn Bakshi, vice president, Crown Royal. “When adults select Crown Royal as their drink of choice, it confirms the fact that they are kings of their world at that particular moment.”

Created by Grey Worldwide New York and directed by Fredrik Bond, the national television spots are set to begin airing this month, just in time for the busy holiday season marked by celebrations with family and friends. With the fresh, new creative the brand also will stay true to its heritage of advocating responsible drinking in each of the executions.

In 1996, Crown Royal became a pioneer in television advertising for spirits, with the industry’s first commercial appearing on an ABC network affiliate in Corpus Christi, TX.

Crown Royal is the number one selling whisky brand in the US by value and the sixth largest spirits brand in the US by retail dollar sales. Its extensive portfolio of uncompromised quality includes Crown Royal Deluxe, Crown Royal Reserve, Crown Royal Cask No. 16(TM) and Crown Royal XR(TM). Earlier this year Crown Royal Reserve was re-launched with new, premium packaging and Crown Royal Cask No. 16 captured the hearts of fine whisky connoisseurs last fall with a sublime meeting of two noble spirits — Crown Royal finished in French oak cognac casks.