loader image

winter & holiday brand

marketing strategy

Strategy, Creative + Branding, Experiential, Digital + Content

crown royal & baileys are in the mix at stackt

Stackt adds Baileys and Crown Royal to the mix.

It’s hard to imagine the holiday season without Crown Royal and Baileys, and quite frankly we don’t want to! The two iconic brands have embedded themselves within our holiday rituals, so much so that they too have become traditions in their own right.

But as every marketing expert knows, all traditions must find new ways to adapt – to stay relevant and ultimately move forward. For obvious reasons, the 2020 holiday season brought new and unfamiliar challenges for everyone. So to mix things up, Crown Royal and Baileys teamed up with Stackt Market – one of Toronto’s new and exciting urban spaces. Together, the three brands were keen on helping beloved holiday traditions navigate their way through a challenging season.

For Crown Royal, the holidays are all about living generously. It’s no surprise that the one gift you can never go wrong with, is a bottle of Crown. To help nurture the giving spirit, Crown Royal wanted to give back to an industry that has helped define the holiday season, one that was hit particularly hard by the pandemic – the music industry. So VIBRANT created a social distance-friendly patio space where guests could safely enjoy festivities – we called it the Crown Royal Courtyard. Every Thursday night, live music was performed featuring artists from our charitable partners, Music Ontario. Stackt donated $1 dollar from every Crown Royal drink purchased on-site between Nov-Dec, with proceeds going to MusicOntario. At the end of the program, Crown Royal matched all donations from Stackt.

Another cherished holiday tradition is the Christmas tree. Living in the city can sometimes make this tradition particularly difficult to keep up. Most condos and apartments are only able to accommodate smaller trees, and acquiring them isn’t always a convenient process. To make things easier for young urbanites, the Baileys Click-A-Tree program was created and situated at Stackt. Torontonians were given the opportunity to bring home a condo-friendly Christmas tree via a contactless shopping experience, with 100% of proceeds going to Canadian food bank, The Stop.

Thanks to Stackt, MusicOntario and The Stop, we were able to help Crown Royal and Baileys maintain beloved holiday traditions, all while supporting those in need.

We’ll drink to that!