Crown Royal: It's About Quality, Not Quantity

Shifting ever so slightly on its throne, Crown Royal and Grey/New York continue a print campaign that goes back three decades, with the first new executions in six years. The ads, seen in men's mags, "take a strong brand with recognizable campai

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Shifting ever so slightly on its throne, Crown Royal and Grey/New York continue a print campaign that goes back three decades, with the first new executions in six years. The ads, seen in men's mags, "take a strong brand with recognizable campaign equities to the next level with humor that strikes the right balance between a premium product and an Everyman's psyche," says Grey CCO Tim Mellors, whose agency has handled the account since 1994. Adds Crown Royal brand manager Mike Fernandez, "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." Along these "regal for the people" lines, witness the "Mike of Dallas" spread (see the PDF), which is customizable by region. There are also upcoming "Be a champion, drink responsibly" ads geared to the Nascar fan base, which tie into the brand's sponsorship of a Nascar Nextel Cup car.
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About

Credits
Date
Oct 04, 2006
Creative Director:
Tim Mellors
Art Director:
Darrell Wilks
Copywriter:
Mike Lichter
Art Buyer:
Jayne Horowitz
Photographer:
Leon Steele
Copywriter:
Tim Mellors
Art Director:
Tim Mellors
Client:
Crown Royal
Agency:
Grey New York
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