The Problem:

Some of Crown Royal’s customers are the “New Adults” who are now in charge of hosting gatherings like thanksgiving. But they don’t know how to because it’s their first time.

The Insight:

You never feel ready for your first rodeo. But when you get called up, you bring it.

The Idea:

“Your First Rodeo” is a campaign that positions Crown as your coach to teach you how to adult, online and in-person.

The Execution:

Crown Royal will partner with and pair celebrities for a short-form social media series to coach the new adults on how to host their first thanksgiving.

“First Rodeo” pop-up events will also be hosted the weekend before thanksgiving. People can learn how to make a cocktail, properly prepare a meal, test their football knowledge and enjoy games in person.