Challenge

Drive excitement and awareness for an established brand among a bicultural target consumer

Insight

Hispanics today are experiencing the effects of the cultural momentum that has been building over the past few decades.

Solution

• Created “Es Tu Momento” (It’s Your Moment) campaign platform to position Crown Royal as the brand that acknowledges and celebrates the sense of hope, empowerment and positive cultural momentum Hispanic consumers are experiencing today
• Launched campaign in key Texas markets via outdoor billboards and radio
• Created a relationship-building, lifestyle VIP events that kept Crown Royal top-of-mind with key stakeholders
• Events brought “Es Tu Momento” to life at key on-premise accounts through exclusive parties featuring hot Latin alternative band Sonidero Nacional, live screenprinting and custom Crown Royal recipes

Results

• Each event surpassed RSVP goals with attendance averaging over 300
• Crown Royal live screenprinting station received rave reviews from attendees and key account managers