Royal Crown rolls out new campaign for RTD

Canadian whisky brand Crown Royal has launched a new campaign for its ready-to-drink cocktails that it says embraces the diversity of its consumers and celebrates the ways in which its cocktails fit into everyday life.

“For Crown Royal consumers, living royally is about celebrating the people, places and experiences that surround you,” the brand said.

The new creative immerses the consumer in a miniature 3D world, showing cocktails being enjoyed across the  range of spaces, from a block party to a game of pickup basketball, gaming with friends, picnics in the park, and finally to a rooftop hangout.

The set of the Crown Royal ready-to-drink cocktail world was custom created using 3D printing technology, which was then hand painted and assembled to come alive in the ads.

It features a cast of real people who were scanned at various locations around the world, from Ukraine to Spain, Los Angeles, and Toronto before these being 3D printed in miniature. This includes Toronto-based hip-hop artist DijahSB (they/them), whose newly released track, ‘So Good’ features on the soundtrack, giving it an upbeat vibe, as well as professional gamer and influencer Erin Ashley Simon who recently partnered with the brand on its new gaming, sports and music series on Facebook called The Crown Crossover.

To further bring the 3D world to life, other characters – from bystanders to cats and dogs –  were selected from ready-to-print three dimensional models “to invite consumers into the Crown Royal ready-to-drink cocktails party”.

“Crown Royal has created a new world of cocktails that is really reflective of our consumer — vibrant, multi-faceted and a lot of fun,” Nicky Heckles, cice president at Crown Royal said. “Each delicious ready-to-drink cocktail allows you to experience classic Crown Royal flavour combinations to the fullest, at any occasion where friends or family can enjoy together.”

The ad will air across CTV, digital, social and OOH and will be supported by a fully immersive experiential platform.

It highlights all three award-winning flavors, Washington Apple, whisky & Cola and Peach Tea.