What a phenomenal way to "brand space" and build community at the same time. To strengthen ties with the black community, Crown Royal targets the owners of barber shops and offers to update their shop–in Crown Royal style, of course. They get new barber chairs, fresh paint, lighting, and flat screen TVs. Then Crown Royal throws a big party for the barber shop regulars. Don’t you know that every time someone walks into the barber shop, they think about that party again!

Yahoo Finance: Crown Royal ‘Makes The Cut’ In Neighborhood Barbershops Across the Country, 2006-Oct-9, press release

Since early 2005, the Crown Royal Barbershop has traveled across the U.S. and to date has refurbished 11 barbershops in several major cities, including Chicago, Houston, New York, St. Louis, and Philadelphia. Late last year, Crown Royal deployed a special mobile version of its Barbershop program to the Gulf Coast region to benefit evacuees displaced by Hurricanes Katrina and Rita.