GIMLI, Manitoba, Nov. 29, 2016 /PRNewswire/ -- Since 2012,
#GivingTuesday has come to represent a worldwide effort to inspire
the spirit of giving during the holiday season, raising
$116.7 million online just last year.
Today, in celebration of that spirit, Crown Royal Canadian Whisky
is proud to introduce its new campaign, titled "Live Generously and
Life Will Treat You Royally." With a mission to inspire generosity
in all of its many forms, the campaign embodies the belief that a
generous life is a life well-lived and that the road to royalty is
paved with integrity, charity and passion.
Experience the interactive Multimedia News Release here:
http://www.multivu.com/players/English/7986751-crown-royal-live-generously
Crown Royal's generous roots can be traced back to its creation
in 1939 when a Canadian spirits entrepreneur welcomed the visiting
King and Queen of England with a
one-of-a-kind gift: a blend of his fifty finest whiskies presented
in an intricate decanter and the now-iconic purple bag.
Seventy-seven years later, Crown Royal upholds its legacy of
producing the finest whisky, while continuing philanthropic
partnerships and honoring individuals with a noble spirit.
"Live Generously" is rooted in the belief that a magnanimous
approach to life is infinitely rewarding. At a time when
traditional symbols of status and luxury are increasingly
unattainable, Crown Royal believes that generosity reigns supreme
as the greatest status symbol of all. The campaign will be powered
by The Generosity Engine, a proprietary data platform currently in
beta, which looks to highlight and facilitate real-time acts of
generosity across the country. As we examine the facets of
generosity across America, the brand seeks to reward those who are
living generously.
"The notion of generosity is at the heart of Crown Royal," said
Sophie Kelly, SVP of Marketing for
DIAGEO North American Whiskies. "As one of America's most-loved,
most-shared and most-gifted whiskies, we have a fortunate role in
culture and with this effort, we're using our platform to put
generosity on the throne where it belongs. We hope to inspire
others to share their talents, their time, their resources or
simply a smile."
The launch comes at an exciting time for Crown Royal, as the
brand experiences significant growth, due in part to successful new
products such as Crown Royal Regal Apple and Crown Royal Northern
Harvest Rye, and a continued emphasis on innovative marketing. As
the category leader, Crown Royal sold 5.2 million nine-liter cases
in 2015, an 18% increase over 2014, according to Impact
Databank.
The "Live Generously" campaign will feature real people, places
and moments that exemplify those who live generously, no matter how
big or small. Some highlights include Dallas-based country musician Ray Johnston who received a lifesaving bone
marrow transplant from a complete stranger and pays it forward by
sharing the gift of music with local hospital patients; military
hero Omar Valentine who serves as an
ambassador for Atlanta-based
Healing4Heroes, which connects wounded veterans with service dogs;
and bartender Brian Floyd who
created the Barman's Fund to inspire his fellow barkeeps to donate
their tips to local charities in their cities.
In celebration of our campaign launch on #GivingTuesday, Crown
Royal is partnering with GoodWorld, a tech startup that fuels
charitable giving on social media. Together we're encouraging
people to support worthy causes by commenting #donate on
participating charities' Facebook posts, tweeting #donate at a
cause's username or by signing up at GoodWorld.me to trigger
real-time donations.
As an incentive, Crown Royal will donate $1 to our longstanding partners at Packages From
Home for every person who registers with GoodWorld between
#GivingTuesday and the end of the year, up to $50,000. Crown Royal and Packages From Home have
worked together to send nearly half a million Crown Royal Care
Packages to active duty troops overseas over the past five
years.
The campaign and its elements were developed in collaboration
with Anomaly New York, Taylor Strategy, Vayner Media, Colangelo
Synergy Marketing, starpower, Carat, Just Marketing International,
Lush Life, Wasserman and Western Unlimited. "We're incredibly proud
of this work and our growing partnership with Crown Royal," said
Karina Wilsher, Anomaly New York
CEO. "This is a true brand purpose. We want to inspire people to
live with exceptional generosity. It's something we should all do,
now more than ever."
And as the holiday season surrounds us with the spirit of
giving, Crown Royal reminds drinkers that living generously means
drinking responsibly or volunteering to be a designated driver.
About Crown Royal
Crown Royal Canadian Whisky is the
number-one selling Canadian whisky brand in the U.S. with a
tradition as long and distinctive as its taste. Specially
blended to commemorate a grand tour of Canada made by King George VI and Queen
Elizabeth of Great Britain
in 1939, the smooth, elegant flavor and gift-worthy presentation
reflect its regal origins. For more information visit
www.crownroyal.com. Crown Royal encourages all consumers to please
enjoy responsibly.
About Diageo
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and
the London Stock Exchange (DGE) and our products are sold in more
than 180 countries around the world. For more information about
Diageo, our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice.
Follow us on Twitter for news and information about Diageo North
America: @Diageo_NA.
Celebrating life, every day, everywhere.
About Our Partners
- #GivingTuesday: Entering its fifth year, #GivingTuesday
is a global day of giving fueled by the power of social media and
collaboration. Celebrated on the Tuesday following Thanksgiving (in the U.S.), #GivingTuesday kicks
off the charitable season, when many focus on their holiday and
end-of-year giving. For more information visit
www.givingtuesday.org.
- GoodWorld: GoodWorld is fueling Social Giving, the next
wave of seamless, viral charitable payments on Facebook and Twitter
with just a hashtag: #donate. For more information visit
www.goodworld.me.
- Packages From Home: Packages From Home is a 501(c)(3)
nonprofit organization whose mission is to send care and comfort
packages to deployed American military heroes who are stationed in
active duty theaters around the world. For more information visit
www.packagesfromhome.org.
Contacts
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Kelly
Greenawalt
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Jamie
Hakim
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Taylor,
704-644-6915
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Diageo,
646-223-2314
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KGreenawalt@taylorstrategy.com
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Jamie.Hakim@diageo.com
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To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/live-generously-and-life-will-treat-you-royally-300369920.html
SOURCE Crown Royal