The Cans Classic


Crown Royal


Strategy, Experience


Various — Fall 2022

Brand New and Crown Royal teamed up to create an experiential platform to drive sampling of the delicious Crown Royal Cans RTD cocktails by aligning the brand with authentic voices, places and moments that create and enrich culture, continuing the mission to make communities more vibrant and flavorful.

Across two years, Crown Cans showed up where culture is being shaped; from block parties and music festivals to nightlife and social organizations. Timed to two of the biggest HBCU Classics, The Florida Classic and The Bayou Classic, among the most highly anticipated moments throughout homecoming season; a custom Cans footprint was created to celebrate the intersections of school spirit, music and culture. Thousands of guests sampled four flavors of Crown Cans while they danced, snapped photos and caught up with fellow friends and alums, keeping the spirit of togetherness alive.