no. 1 canadian whisky in the world key markets: us (texas!), canada, france key demographics: ≥ 45...
TRANSCRIPT
No. 1 Canadian whisky in the world
Key markets: US (Texas!), Canada, France
Key demographics: ≥ 45 years, maleMarketing: “Reign on” → Focus on males
Diageo• 2020 Sustainability &
Responsibility Targets - Global 50% carbon emissions reductions
Crown Royal• Footprints and achievements
in Canada
Sustainability Commitment
Whiskey: What’s Trending• Rapid growth in non-traditional consumer segments:
≤ 25 yrs.• Rapid growth in women consumers (1990s: 15%; 2012:
30%; 2014: 37%)
Marketing Objective / Opportunity• Attract new, untapped customer segments• Use sustainability as a differentiator for attracting
new segments
Segmentation/Targeting• Younger men and women who like to have fun and
care about doing good in the world• Recent grads who like to be outdoors– Backpackers– Rock Climbers• Hipsters
Positioning/Differentiation• For alternative-culture twenty-somethings, Crown
Royal is an affordable, sippable and sustainably produced whiskey
The First 3 P’s
Product
• Sippable• Vintage flask • Plaid flannel
bag• Leafy crown
Price
• Already low price
Place
• Bars and Liquor stores • Outdoor
hubs• Cities with
strong alternative culture
Crown Royal: King of the Campfire
Why Waste Greatness Fit for
Royalty? #CRnowaste
Show us your #CRcampfire for a chance to win
Throw a thrift shop costume party and show us your empty bottle of Crown for a chance to win #CRnowaste
Get Creative with Crown #CRnowaste
Party in the Woods
Crown Secret Society Parties
CR Sustainability Website• Site– Crown Royal’s sustainability achievements– Increase transparency
• Promotions– Direct traffic to site– Engage with conversation
Goals• To build a community of brand advocates• To educate and increase awareness• To become a thought leader
Thank you!
Sources: o Diageo, Annual Report 2013o Milward Brown Brand Tracking Survey 2013o Roberta Barbieri, Sustainability Director at
Diageo