Diageo has lined up a responsible drinking activation in the US for its Crown Royal Canadian whisky brand, in time for the start of the NFL American football season.

'The Water Break' will run throughout the 2018-19 season in the US, which kicks off today. The campaign will centre around television adverts that will air during the first half of televised games, advising viewers to temper their alcohol consumption with a drink of water.

Backing the TV spots will be the distribution of water to the crowds at games as well as those watching in bars. The investment, financial details of which were not disclosed, represents the largest media spend around social responsibility by Crown Royal, according to the brand owner.

"The Water Break … encourages responsible game day consumption and reinforces the importance of drinking in moderation and hydrating between alcoholic beverages," Diageo said earlier this week.

Sophie Kelly, Diageo's senior VP of North American whisk(e)ys, added: "We are looking to change behaviours and ultimately make a positive social impact. Simply put, the Crown Royal Water Break reminds sports fans to not ruin the game day celebrations for everyone else by over-consuming."

In results for fiscal-2018, released earlier this Summer, Diageo said the Crown Royal portfolio grew sales in North America by 3%, driven by the Deluxe and Regal Apple variants in the range.

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