News

Crown Royal tells American football fans to take a break - video

Most popular

The alcohol industry is about to become less sweet

Why a sale of Casella is no slam-dunk

Sustainability cues offer a marketing opportunity

How the sugar tax has transformed soft drinks

The digitalisation of the supply chain - Focus

MORE

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.

When spirits companies cut their marketing budgets, why not increase yours? - Click here for a just-drinks comment


Related Content

NFL rule change paves way to Super Bowl spirits ads

NFL rule change paves way to Super Bowl spirits ads...

Alcohol's ethical quandary, Pernod Ricard's time in the spotlight and a drinks stock update - The just-drinks Analyst

Alcohol's ethical quandary, Pernod Ricard's time in the spotlight and a drinks stock update - The ju...

"Companies will put aside commercial differences when it comes to tackling the harmful use of alcoho...

From Diageo's Distill Ventures to Coca-Cola Amatil X - the just-drinks guide to incubator units, venture capital funds and start-up initiatives

From Diageo's Distill Ventures to Coca-Cola Amatil X - the just-drinks guide to incubator units, ven...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?