Droga5's new campaign for Crown Lager is the biggest investment in the Crown Lager brand in the last six years according to the brand's parent company Carlton United Brewers.

The campaign complements the new masterbrand 'The Crown Company', launched in August aimed at further expansion of the Crown portfolio.

Focusing on the importance of time in the Crown Lager brewing journey, the 30 second TV and 60 second cinema format spots are set in the historic Abbotsford Brewery in Melbourne, where Crown Lager is still brewed. The TVC contrasts the frantic, fast-paced outside world with the serene atmosphere inside the brewery. Michael Spiccia directed the spots with roduction managed by GoodOil Films.

Crown Lager's group marketing manager Vincent Ruiu said the campaign highlights the premium, sophisticated style that the brand stands for.
"Since first brewed in 1919, Crown Lager's reputation has been built on the attention and specialist care of the master brewers," he said. "We wanted to bring this into the living rooms of Australians around the country."

David Nobay, creative chairman of Droga5 Sydney said that Crown was a powerful Australian brand with a rich story behind it.
"The challenge has always been to keep that story relevant, whilst doing justice to its heritage. I think this latest work does both," he said.

The Carlton United Brewers’ flagship premium beer brand also recently announced it will be the 'Official beer of the 2011 Presidents Cup' to be held at Royal Melbourne in Victoria from 15-20 November. The partnership is a step in the brand’s new direction towards cementing its positioning as Australia’s finest premium beer brand.