Diageo has lined up a new campaign for its Crown Royal whisky brand in the US, in collaboration with actor and comedian JB Smoove. 

The company said that Crown Royal Regal Apple: The Musical launched across the US this month. The activation is supported by social media, PR and bar events. 

The campaign features original track, "It's Apple Time, Baby," as well as a series of short films. 

"Flavoured whiskies are on fire, and JB adds a fresh energy," said Jim Ruane, brand director for Crown Royal. "Working with a talented entertainer like JB who genuinely loves your brand makes things easy and more fun for the people looking for a new whiskey to enjoy responsibly. His talent, charisma, and to be completely honest, dance moves, took the work to a whole new level."

The campaign will continue into 2018. Financial details were not disclosed. 

Last year, Diageo worked with Smoove, who appears in US TV show Curb Your Enthusiasm, to promote its Crown Royal Vanilla launch.

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