US: Crown Royal promotes responsible drinking

By | 4 July 2007

Diageo has launched a new television campaign for Crown Royal in the US in an effort to promote responsible drinking.

The company said yesterday (3 July) that the Crown Royal 'Safe Rides Home' campaign, which began as a local programme in 2003 to encourage people to get home safely, would now be aired on national cable.

The campaign, comprised of five 15-second spots featuring NASCAR driver Jamie McMurray, reminds viewers to drink responsibly and always arrange a safe ride home.

McMurray said: "These commercials are a great example of the 'Safe Rides Home' program and Crown Royal's commitment to responsible drinking. It's a wonderful programme that I'm proud to help promote."

Crown Royal's campaign also sees Diageo team up with The Century Council for television and radio public service broadcasts to increase awareness of how alcohol affects an individual's blood alcohol content. The public service announcements will begin airing later this summer across the US.

Crown Royal brand director David Tapscott said: "At the heart of Crown Royal's NASCAR sponsorship is the ruthless focus to promote responsible drinking and this television campaign advances that important message. Crown Royal's 'Safe Rides Home' program grows every year and continues to illustrate to hundreds of thousands the importance of assigning a designated driver."

Sectors: Spirits

Companies: Crown Royal, Diageo

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