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No. 1 Canadian whisky in the world Key markets: US (Texas!), Canada, France Key demographics: ≥ 45 years, male Marketing: “Reign on” → Focus on males Sustainability Commitment Diageo • 2020 Sustainability & Responsibility Targets - Global 50% carbon emissions reductions Crown Royal • Footprints and achievements in Canada 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 Show us your #CRcampfire for a chance to win Why Waste Greatness Fit for Royalty? #CRnowaste 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 Crown Secret Society Parties Party in the Woods 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 2013 o Milward Brown Brand Tracking Survey 2013 o Roberta Barbieri, Sustainability Director at Diageo