NEW YORK, Oct. 12, 2017 /PRNewswire/ -- Crown Royal,
one of America's best-selling and most-loved whiskies, has
re-enlisted the creative brilliance of actor and comedian J.B.
Smoove to help fuel its flavored whisky collection, which includes
Crown Royal Regal Apple Flavored Whisky and Crown Royal
Vanilla Flavored Whisky. As a leader within the nearly 10 million
case flavored whisky category that grew 8% last year1, Crown Royal looks to
celebrate the fun-loving side and irresistibly delicious side of
whisky with a spirited campaign, titled "Crown Royal Regal Apple:
The Musical."
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8189951-crown-royal-regal-apple-whisky-jb-smoove-king-of-flavor/
The latest work between J.B. and Crown Royal premiered last week
and it's a complete showstopper. In a true creative collaboration,
J.B. and his crew teamed up with director Greg Brunkalla, Anomaly New York and Storefront
Music to create a pulsating original track, "It's Apple Time,
Baby," and a series of short films, which also include an exuberant
dance number choreographed by Fatima
Robinson. The main film features J.B. strutting through a
lavish nightclub, as patrons jump into his dance and join his crew
for Crown Royal Regal Apple shots – all while not missing a beat.
The integrated marketing plan consists of TV, social media, public
relations and bar events rolling out nationwide this October and
continuing throughout 2018.
"From the day I took the name 'Smoove' I knew it was my destiny
to one day be crowned the first official 'King of Flavor!' Now
while Crown Royal Vanilla has been near and dear to me for a while
I knew I had to find the savory ying to that sweet Vanilla yang!
Then along came Crown Royal Regal Apple!!! Woo, like peanut butter
and jelly, like Bonnie and Clyde, better yet like a leopard and a
tiger!" said actor/comedian J.B. Smoove. "See on the one hand a
leopard and a tiger are a lot alike, they're majestic, regal and
powerful…but on the other hand very different! One of them has
spots and the other has stripes! And that gives you a choice!
Smoove and sweet like Crown Royal Vanilla? Or savory and sexy like
Crown Royal Regal Apple? Either way, just like a leopard and a
tiger make sure you enjoy them responsibly cause trust me they do
bite!"
To commemorate J.B.'s starring role and new-found crooner
skills, Crown Royal crowned him as its "King of Flavor" during an
uproarious coronation in New York
hosted by comedian Chris DiStefano.
This is not the first foray for Crown Royal and the newly anointed
King. Over the last year, J.B. brought out the true meaning of
"Vanilla So Good," to launch Crown Royal Vanilla, as well as
appeared in a series of hilarious recipe videos – including a
now-viral video created with the foodies at Tasty on making the
comedian's signature Spiked Banana Pudding "Smoovie." The
delectable how-to video brings together the deliciousness of
Vanilla, along with a side of life advice that only J.B. can
deliver.
"Flavored whiskies are on fire, and J.B. adds a fresh energy to
our already irresistible and great tasting products," said
Jim Ruane, brand director for Crown
Royal. "Working with a talented entertainer like J.B. who genuinely
loves your brand makes things easy and more fun for the people
looking for a new whiskey to enjoy responsibly. His talent,
charisma, and to be completely honest, dance moves, took the work
to a whole new level. It's only fitting that we recognize him
--one of the true kings of comedy, and a dear friend of the Crown--
as our King of Flavor."
As part of his King duties, J.B. will carry the banner for Crown
Royal's award-winning flavored whiskies through events, media
appearances and video content reinforcing the tempting
irresistibility of Crown Royal Regal Apple, the smooth
deliciousness of Crown Royal Vanilla – and further support the
brand's commitment to remind consumers to drink responsibly. King's
orders!
About Crown Royal
Crown Royal Canadian Whisky is the
number-one selling Canadian whisky brand in the world and has 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, Crown Royal's smooth, elegant flavor and gift-worthy
presentation reflect its regal origins – it is considered the
epitome of Canadian whisky. 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.
1 Flavored Whiskies Approach 10 Million Cases In
The U.S. Market" ShankenNewsDaily.com, last modified
June 28 2017
http://www.shankennewsdaily.com/index.php/2017/06/28/18668/flavored-whiskies-approach-10-million-cases-u-s-market/
Media Contact:
Christina Dwyer
cdwyer@taylorstrategy.com
704-644-6933
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SOURCE DIAGEO