Crown Royal Builds Community, Benefits from WOM
Crown Royal is building brand awareness for its popular whiskey by reaching out to African-Americans in their local barbershops, where neighborhood men are most likely to discuss their community -- and the products they use -- with one another. Through its Crown Royal Barbershop initiative, the company has renovated 11 barbershops in cities such as Chicago, Houston, New York, St. Louis, and Philadelphia. It plans to renovate 12 more barbershops by June 2007, giving each an interior makeover with custom barber chairs, flat-screen TVs, neon lighting, and fresh paint in Crown Royal's signature shades of purple and gold. The company has not promoted the campaign, and is instead relying on positive word of mouth to elevate its brand within local communities.
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This is the dumbest idea I've ever heard of. I have been drinking crown since the age of 13. I have loved crown. I've cherished it, and the reason why I found crown was my friendtold me aboyut it. It was love at first sip. I think that it is rediculous to advertise this way.