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Create innovative and ownable holiday gifting visibility that cut Create a an ownable icon from the famous purple bag, and...
Create a football program that steals from the beer occasion, but
does so in a more premium and upscale way.
Challenge foo...
BROCHURE & INFO SHEETS
BOOK CONTENTS & CUSTOM POS DISC
CONCEPT WORK
CAMPAIGN MESSAGING
Create a visual and communication that offered its new plastic bottle as a
useful and timely offering from Crown Royal.
Di...
INTERACTIVE EXPERIENCE
Revitalize Crown Royal’s NASCAR program, which was experiencing a
decline in consumer interest, after running the same pro...
Create a cohesive strategy that leveraged the whole Crown Royal portfolio
as a group.
Give consumers a reason to step out ...
Create a voice that would give a small brand a big presence in the
already oversaturated Moist Smokeless Tobacco category....
Create a way to get consumers to understand that Red Seal was a
category leader n the value-brand MST market.
Educate cons...
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL
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BEAR GRANT 2015 PORTFOLIO PAGES_5_11_2015_SMALL

  1. 1. Create innovative and ownable holiday gifting visibility that cut Create a an ownable icon from the famous purple bag, and treat it as an insider hint at the perfect gift. With over 50% of Crown Royal Sales occurring during the holidays, it seemed to be an already obvious, and coveted choice. Became one of the most successful visibility campaigns in Crown Royal history. Product sales increased, as did the sales of the in-store visibility, which ran for 3 years. Connceticut Ad Club Poster Bronze Award Print Poster Communicator Award of DistinctionCommunicator Award of Distinction Best POP Silver Summit Award Promo Magazine & Website
  2. 2. Create a football program that steals from the beer occasion, but does so in a more premium and upscale way. Challenge football watching consumers to bring their gameday trash-talking up to Crown Royal worthy status. Elevate aspects of the more “knuckle-dragging” game watching experience to that of an art. To date, this is the highest selling promotion in Crown Royal history. In store POS sales spiked, local activation and interest was amazing, and in- store display space increased dramatically. Business to Consumer Communicator Award of Distinction
  3. 3. BROCHURE & INFO SHEETS BOOK CONTENTS & CUSTOM POS DISC
  4. 4. CONCEPT WORK
  5. 5. CAMPAIGN MESSAGING
  6. 6. Create a visual and communication that offered its new plastic bottle as a useful and timely offering from Crown Royal. Directly link the consumers love of Crown Royal to their love of the outdoors. a big part in the consumer mind-set, it was previously impossible to conveniently carry Crown Royal. Sales of the shatterproof PET bottle did very well in key test markets, but a national distribution plan has not yet been developed. Communicator Award of Excellence Communicator Award of Excellence
  7. 7. INTERACTIVE EXPERIENCE
  8. 8. Revitalize Crown Royal’s NASCAR program, which was experiencing a decline in consumer interest, after running the same program for 4 years. Give real race fans an opportunity to live their dream; get on the track and see if they had what it took to race a champion. spirits company with a NASCAR sponsorship, it was time to do something big. Although this program is not due to pay-out until later in 2010, results are good. Consumer entries are up from last year, local clusters are supporting the program, and the Brand is experiencing a sales spike in track-towns.
  9. 9. Create a cohesive strategy that leveraged the whole Crown Royal portfolio as a group. Give consumers a reason to step out of their comfort zone, secure in the knowledge that there is a Crown Royal variant for all of their needs and moods . Although most adorers know that Crown Royal produces several marques, they usually just stick to what they know. The creative execution has become a “standard” for measuring premium cues for Crown Royal visibility. Portfolio sales did increase, even more so during the holiday season.
  10. 10. Create a voice that would give a small brand a big presence in the already oversaturated Moist Smokeless Tobacco category. Offer the target consumer an opportunity to prove themselves in a bold way, as only Husky could give them. singularly bold promotional experience. Generated over 10,000 entries, as well as many thousands of unique visitors to their web site. The updated web site videos were watched repeatedly as consumers followed along. Silver Reggie Award Regional Program over 1MM
  11. 11. Create a way to get consumers to understand that Red Seal was a category leader n the value-brand MST market. Educate consumers on what 25% more could mean to them, by showing how it could affect their lives. Red Seal was already known as a more premium product in the value category, and with its larger can, it was by far a better deal.

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