NASHVILLE, Tenn., Nov. 1, 2018 /PRNewswire/ -- For nearly a
decade, Crown Royal has shipped its iconic purple bags filled with
essentials to service members overseas. This year, the brand will
expand its efforts with The Crown Royal Purple Bag Project, the
brand's largest generosity commitment, inspiring people to give
generously one bag at a time. Crown Royal is joining forces with
country music superstar Thomas Rhett
to distribute 1 million care packages to active duty service
members and those affected by natural disasters by 2020.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8437651-crown-royal-purple-bag-project-thomas-rhett/
"I am so grateful for the sacrifices our service men and women
make each day for our country, so it's an absolute honor to do what
we can to help give back to them," Thomas
Rhett shared. "I'm so thrilled to team up with Crown Royal
for The Purple Bag Project to help meet some of these
essential needs."
"People have always done more with our iconic purple bags. The
Crown Royal Purple Bag Project is all about helping facilitate the
afterlife of the bag in a greater, more purposeful way. At Crown
Royal, we are all about inspiring generosity and reminding people
it's not what you have but what you give and how you give it," said
Sophie Kelly, Senior Vice President
of North American Whisk(e)ys at Diageo.
As part of the Crown Royal "Live Generously and Life Will Treat
You Royally" platform, the brand is set to launch The Purple Bag
Project during the most giving time of year. This holiday season
will be crowned purple with a series of moments to help Crown Royal
achieve their goal. Most notably, in partnership with the Country
Music Association (CMA) and leading up to "The 52nd
Annual CMA Awards," airing Wednesday,
November 14 on the ABC Television Network, Crown Royal will
host the ultimate volunteer takeover in downtown Nashville at the Bridgestone Arena Plaza on
Tuesday, November 13, with the goal
to pack iconic purple bags for active service members overseas
leading into the holiday season.
To achieve its goal, Crown Royal will continue and enhance its
long-standing partnership with Packages From Home, a 501(c)(3)
non-profit organization dedicated to serving U.S. troops overseas
and homeless or at-risk veterans by providing them with requested
morale-boosting care packages. All care packages will include
handwritten notes, food and personal care items. In addition, Crown
Royal has taken an active approach serving local communities
affected by natural disasters. Through monetary and purple bag
donations, Crown Royal has facilitated support in California, Florida and Texas in light of recent events.
Those of legal drinking age can participate in The Crown Royal
Purple Bag Project through a variety of ways such as packing a bag
virtually, donating bags in-store, attending Crown Royal Generosity
Hours at local bars and participating in packing events at
professional football stadiums across the country. Thomas Rhett is also encouraging his fans to get
involved in The Crown Royal Purple Bag Project through a random
drawing sweepstakes with fundraising platform Omaze. The
sweepstakes will launch later this month and offer those who enter
the chance to win the opportunity to meet and pack bags with
Thomas Rhett backstage at one of his
upcoming concerts. Restrictions apply.*
Crown Royal wants to remind adults of legal drinking age
everywhere that living generously is not about what you have, but
rather about what you give. And, most importantly, to please always
drink responsibly.
*NO DONATION NECESSARY. A DONATION WILL NOT IMPROVE ONE'S
CHANCES OF WINNING. Sweepstakes ends January 31, 2019. Alcohol is not part of the
prize. Subject to Official Rules.
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.
About Packages From Home
Packages From Home is a 501(c)(3) non-profit organization, founded
by an Army mom after she realized that her son was the only soldier
in his unit receiving care packages and letters from home. Today,
Packages From Home serves Active Duty U.S. military members from
all branches who are stationed or deployed overseas, as well
as homeless, transitioning, and at-risk veterans by providing
them with requested food, hygiene, and entertainment items to boost
morale and quality of life. Since 2004, Packages From Home has
shipped more than 115,000 care packages and 282,000 lbs. of
bulk supplies overseas, provided more than 66,000 lbs. of food and
personal care items to homeless veterans, and served over 575,000
individual servicemembers.
About Thomas
Rhett
Thomas Rhett's
PLATINUM-certified third album LIFE CHANGES (The Valory Music Co.)
is the biggest, boldest-sounding record of his career, filled with
a diverse batch of songs as he stretches his sound to new limits.
Emphasizing his "detailed style of songwriting" (Rolling
Stone), LIFE CHANGES was an instant hit upon its release,
debuting at No. One on the all-genre Billboard 200 chart, marking
the first Country release to take the top spot last year. It also
drew a 2018 GRAMMY nomination for Best Country
Album and has been streamed more than 944 million times,
delivering a slew of RIAA-certified PLATINUM and GOLD
chart-toppers, bringing Thomas
Rhett's No. one tally to 11. Thomas
Rhett was named iHeartRadio's Country Artist of the Year for
the second year in a row, following a CMA Triple Play award for
penning three No. One songs within a 12-month period ("Die A Happy
Man," "Star of the Show" and Michael
Ray's "Think A Little Less"), adding to his collection of
trophies from the Country Music Association, Academy of Country
Music, Billboard Music Awards, CMT Music Awards and more. He is
currently nominated for three CMA Awards including Male
Vocalist of the Year, Album of the Year for
LIFE CHANGES and Music Video of the Year for "Marry Me." For
additional information visit thomasrhett.com.
About CMA Awards
The first "CMA Awards Banquet and
Show" was held in 1967. The following year, the CMA Awards was
broadcast for the first time – making it the longest running,
annual music awards program on network television. The CMA Awards
have aired on ABC since 2006. ABC is the network home of the CMA
Awards and CMA's other two television properties, "CMA Fest" and
"CMA Country Christmas."
CONTACTS:
Cristina Rodriguez
TAYLOR
(704) 644-6915
CRodriguez@taylorstrategy.com
Michelle Sibley
DIAGEO
(646) 223-2168
Michelle.Sibley@diageo.com
Tyne Parrish
Thomas Rhett
(615) 242-7444
View original
content:http://www.prnewswire.com/news-releases/crown-royal-launches-its-largest-generosity-campaign-to-date--the-crown-royal-purple-bag-project--with-support-from-multi-platinum-selling-country-artist-thomas-rhett-300742447.html
SOURCE Crown Royal