According to PR Newswire, Crown Royal has announced the launch of “The Crown Life,” a multi-layered campaign created to mark and celebrate life’s crowning moments. After the recent launch of Crown Royal Black, Crown Royal has gathered influential designers, filmmakers, and legendary producer and rapper Big Boi to release exclusive, limited-edition products and content. The designers and artists will be tasked to use their craft to create something that celebrates what “The Crown Life” means to them—finding royalty in everyday experiences.
Big Boi has partened with Crown Royal to develop unique content as well as put his on spin on the Crown Royal bag. A short film that takes a look at the behind the scenes life of Big Boi and his definition of “The Crown Life” will let audiences see his performance at the 2011 Grammy Awards, inside his studio, Stankonia, as he prepares for his latest projects, and an evening out on the town in his hometown of Atlanta.
“Crown Royal is my drink of choice, and I’m proud to be the first to put my own spin on The Crown Life,” said Big Boi. “The design of the iconic pouch, the film we’ve created, and the products these incredible designers produced were all inspired by how we like to commemorate life. It’s about celebrating the moments that make up our everyday lives, and doing so respectfully and responsibly.”
Big Boi has put his distinctive touch on the Crown Royal Black packaging for its Artist Signature Series. The limited-edition packaging will be available at retail stores June 2011 and is accented with Big Boi’s signature engraved on a black velvet bag with gold lining. Additional announcements and events that further highlight “The Crown Life” initiative and showcase the importance of enjoying Crown Royal responsibly will be announced soon.
“The Crown Life is a wonderful way to mark the important moments that reflect true accomplishments in life,” said Roderick Blaylock, Crown Royal Senior Brand Manager. “We’ve partnered with incredibly talented artists who have the ability to transform a reflection of what ‘The Crown Life’ means to them into the craft they are most known for. They’re a perfect fit for Crown Royal and we’re delighted to share their contributions to ‘The Crown Life’ with the world.”
The Crown Life will also be launching limited edition custom pieces of apparel including a Crown Royal Black exclusive Varsity Jacket by UNDRCRWN; Rocksmith sunglasses; a Pocketwatch designed by Complete Technique; and the Weekend Traveler Bag designed by Brian Wood.
