Diageo brand Crown Royal has rolled out a new flavoured whisky, Crown Royal Maple, with a multi-platform campaign aimed at drawing a more female-centric and younger demographic to the drink.

With media by MediaCom and creative from TraffikGroup, the campaign centres on the Canadian icon the drink takes its tasting notes from, the maple leaf. In addition to a national OOH and TV buy, the campaign, which features the tagline “Whisky started, maple finished” also includes sponsored packaged vignettes of Canadian artists playing on Toronto’s Q107 and 102.1 The Edge radio stations, David Allard, marketing director, Diageo, tells MiC.

“The radio spots are a great tie-in between the Canadian maple leaf icon and the Canadian content the stations here are required to play,” he says.

Allard says the target for the new whisky is adults from LDA to 35, with a sweetspot of 25- to 35-year-olds. He adds that flavoured whisky launches like this one, and its previous release Crown Royal Black also bring more women to the category.

The campaign promoting Crown Royal Maple will run through the spring.

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