"Diageo Owned Crown Royal, the Official Whisky Sponsor
of the National Football League, Encourages Acts of Gratitude
Starting with Super Bowl LVII"
NEW
YORK, Feb. 13, 2023 /PRNewswire/ -- Crown Royal,
the official whisky sponsor of the National Football League (NFL),
released its first-ever Super Bowl spot with a sixty-second ad
featuring Dave Grohl. As an
extension of the brand's core platform of generosity, the
award-winning whisky enlisted Grohl, to show a moment of gratitude
to Canada for all the amazing
things it's given the world, from paint rollers to instant replays,
peanut butter to hockey, surprisingly football, and, of course,
Crown Royal. That's right, Crown Royal used the spot to highlight
amazing and beloved items not widely known to be Canadian including
the very game that the Super Bowl celebrates, in a fun and
conversation starting way.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9140151-crown-royal-dave-grohl-super-bowl
The sixty-second spot is the very first Super Bowl spot from
Diageo, the whisky brand's parent company. In addition to poutine,
Hawaiian pizza, and other Canadian treasures – it also honored
Canadian legends like Joni Mitchell,
Eugene Levy, Catherine O'Hara, Seth
Rogen, and Celine Dion.
Following the ad's debut, Crown Royal partnered with Canadian stars
like Avril Lavigne who took to
Twitter to join in on the fun conversation around their country,
Canada.
Leading up to game day, Crown Royal took fans on a journey to
the big spot reveal by rolling out various teasers including a
modern take on O Canada performed by the extraordinary Canadian
guitarist Donna Grantis and produced
by Grohl. The mysterious teasers drummed up excitement and kept
fans wondering what the brand and rock icon has up their sleeves
for Super Bowl Sunday.
Ahead of The Big Game, Crown Royal took the opportunity to bring
their tradition of generosity straight to the ground in
Phoenix, Arizona with a special
performance by Dave Grohl. The
private, invite-only event took place Friday before Sunday's
kick-off and was attended by a select group of military veterans.
Crown Royal leaned into their long tradition of honoring veterans
and enlisted past partners CreatiVets and Packages From Home
to round out the guest list with exclusive invites. The acoustic
Grohl performance was made even more special with an opening act by
singer, songwriter, recording artist, CreatiVets alum and combat
veteran, Scotty Hasting. The
venue was also flanked with one-of-a-kind artwork from
Shawn Augustson, another CreatiVets
alum and veteran and allowed for attendees to really interact and
immerse themselves in this special experience. During the evening,
attendees were able to pay it forward and express gratitude in the
form of the Purple Bag Project, presented by Packages From Home, a
decade-long initiative that provides care packages to men and women
serving our country overseas.
"There is no bigger stage to say thank you than the Super Bowl
and for a brand built on generosity we thought an appropriate time
to thank Canada for giving us
amazing things like the battery and most importantly football,"
said Sophie Kelly, Diageo's Senior
Vice President for whiskeys in North America. "For Crown
Royal this is really just about saying thank you in a fun way
that's true to our roots."
The brand also kicked off a "Crown Royal Chain of Gratitude"
that follows the success of its "That Deserves A Crown" campaign –
the brand's first Web3 venture in digital collectibles. Consumers
are invited to join the "Chain of Gratitude," – a digital
collectible-based game where Crown Royal themed prizes will be
awarded based on the sharing of gratitude from one person to
another.
Here's how it works:
To participate, players will
visit web3.crownroyal.com, to mint1 of 2 digital "Tokens of
Gratitude" and share a unique link to a friend to continue building
their chain of gratitude. As the chain grows, the digital
collectible which is available to players on that chain will also
evolve dynamically.
- The "Gratitude Bag" will be minted should a participant choose
to start a chain of gratitude OR participate in an existing chain
by extending the chain of gratitude (i.e., ."passing the gratitude
on".)
- The "Gratitude Crown" will be minted should a participant
decide not to engage in the game. They have the option to simply
mint a digital collectible and end their involvement with the
program there.
The objective is for players to continue growing their chain as
the player who started the chain with the most players will win a
custom Crown Royal cape and all others who are part of the winning
chain may win a prize of Crown Royal sneakers. † Carmilla Sumantry,
an up-and-coming Canadian-based digital artist, created the art for
both collectibles.
Crown Royal didn't just express gratitude in the spot, they
celebrated all week long on the ground in Phoenix, AZ first by surprising local
hospitality workers with Generosity Food Trucks featuring the sweet
treats from Chef K and coffee from local shop, Sweet Waters
Cafe as a thank you for making gameday great. The trucks ended the
week near the State Farm Arena where they kept giving thanks to the
hospitality community all the way up to Super Bowl Sunday kickoff.
Crown Royal served hundreds of hospitality workers with the
Generosity Food Trucks.
Crown Royal also celebrated Super Bowl LVII at the 12th Annual
NFL Honors by raising a glass to the athletes and support teams
that make gameday possible. Crown Royal fan and brand partner,
Nate Burleson, hosted the red carpet
and asked players to share what they were most thankful for this
past season.
"Our brand prides itself on celebrating the generosity and
selflessness of the military and hospitality communities, and we're
thrilled we could continue that work on-the-ground in Phoenix, where the city came together to put
on a series of beautiful events this past weekend," said Nicky
Heckles, Vice President of Crown Royal. "We're proud to close out a
great second season as the official whisky partner of the NFL,
extend the spirit of generosity and really champion those that make
game day great at the stadiums across the country and in our daily
lives."
Generosity is nothing new for the Canadian whisky brand and over
the last two years, Crown Royal has worked with over 30 charitable
partners to champion hospitality workers and the military—from
delivery drivers to volunteers in the stadiums, the whisky label
has recognized the efforts of those who keep game day great through
a $2M commitment through the Crown
Royal Generosity Fund.‡ Super Bowl LVII puts a close to a season
where Crown Royal matched over 500,000 tips for delivery drivers
through a partnership with UberEats.
Crown Royal invites consumer 21+ to raise a glass to all those
who help make your gameday great, and please drink responsibly.
†NO PURCHASE NECESSARY. Must be legal U.S. resident, 21+
with Internet access & valid email. Chain of Gratitude begins
2/12/23 at 11:59:59 pm ET & ends 3/13/23 at 11:59:59 pm
ET. OBTAIN 3RD PARTY CONSENT BEFORE SHARING LINK
WITH THEM. If winning Chain of Gratitude is comprised of 20 or
fewer players (in addition to player starting Chain), all will win
Crown Royal sneakers subject to verification; but if Chain is
comprised of over 20 players (in addition to player starting
Chain), only 20 prizes of Crown Royal sneakers will be awarded via
random drawing. Void where prohibited. Alcohol is NOT part of
any prize. See official rules for full details including additional
entry, prize information/restriction and odds of winning.
‡Crown Royal Generosity Fund is a donor-advised fund,
administered by Fairfield County's Community Foundation, a
nonprofit entity organized under IRC §501c3.
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
crownroyal.com. Crown Royal encourages all consumers to please
enjoy responsibly.
About Diageo North America
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, Casamigos,
DeLeon and Don Julio tequilas,
Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit diageo.com. Visit Diageo's global responsible
drinking resource, DRINKiQ.com, for information, initiatives, and
ways to share best practice. Follow on Twitter and Instagram for
news and information about Diageo North America: @Diageo_NA.
About CreatiVets
CreatiVets' is a 501(c)(3) non-profit
organization whose mission is to provide wounded veterans
struggling with post-traumatic stress and traumatic brain injury
with opportunities to use art, music, and creative writing to heal
their unseen wounds of war. Their goal is to empower veterans with
tools they can use for the rest of their lives and enable them to
see their own capacity for success in an arena outside the
battlefield. Learn more at creativets.org.
About Packages From Home
Packages From Home is a
501(c)(3) nonprofit organization whose mission is to send care and
comfort packages to Active Duty military members stationed or
deployed overseas (to include military working dogs & military
K9 teams) 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. The care packages and
supplies provided by Packages From Home are tokens of love and
gratitude to these heroes for their many sacrifices in service of
our freedoms as Americans.
About Vayner3
Vayner3 is a consultancy under the
umbrella of VaynerX exclusively focused on guiding the world's
leading enterprises and intellectual property owners in the next
iteration of consumer behavior and navigating the ground-breaking
and ever-evolving world of Web3. For more information, you can
visit: www.vayner3.com.
Media Contacts
Michelle
Gattenio
DIAGEO
Michelle.Gattenio@diageo.com
TAYLOR
crownroyal@taylorstrategy.com
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SOURCE Crown Royal