The ready-to-drink cocktail segment is a relatively new space for spirits brands, but there are already established tropes. Crown Royal’s diverse drinker base provided us with the foundation and credibility to speak to the next generation of drinkers in a different, authentic way. They are younger, multicultural consumers who resonate with so many other occasions where ready-to-drink cocktails can flourish. The New World of Cocktails was created to meet those consumers where they already were, and immortalize the rituals and royal occasions that they hold dear. Think of block parties instead of boat parties, streetball courts instead of racquetball courts, gaming instead of golfing, etc. A whole new world of cocktail occasions that we could never possibly capture in one production, especially during the height of Covid.

Our solution leaned into the increasingly creative and digital nature of our target audience, was completely unique in the spirits space, and provided us with more executional flexibility in the face of a global pandemic. Using the latest in 3D printing technology, we created an entire world from scratch - from the replica can buildings to the foliage and everything in between - and then hand-painted the pieces to create our set. Then, we went further by 3D scanning a real cast of people from different areas of the world including a non-binary music artist from Toronto (DijahSB), a gaming influencer from LA (Erin Ashley Simon), and additional cast members from Barcelona + Ukraine. We then 3D printed scale versions of them enjoying all of the new cocktail occasions our new cans create - like performing at a block party, painting a mural or BMX’ing to the streetball court. We then deployed a bolt arm camera to work its way through the set capturing all of the beautiful details of our world in-camera.