Canada – Whisky brand Crown Royal is targeting younger audiences with a metaverse-inspired ad campaign promoting its ready-to-drink (RTD) cocktails. The video campaign, It’s A New World of Cocktails, presents an immersive fictional world, which the brand has created using 3D printing technology. In it, 3D models enjoy Crown Royal RTD cocktails while gaming with friends, playing basketball and socialising at a rooftop party.
According to Crown Royal, the campaign will be supported by a ‘fully immersive platform’. By using these marketing techniques, the brand is tapping into the aesthetic associated with gaming audiences who will already be socialising in metaverse playgrounds, and introducing them to the traditional world of whisky.
As a sector more commonly associated with heritage and provenance, whisky brands are rapidly modernising; showcasing the ways in which the spirit can be made more accessible and fun for younger audiences.
Across sectors, brands can take inspiration from metaverse environments by applying familiar aesthetic conventions to their communications. Consider pushing this idea a step further by inviting audiences to interact with one another virtually