Diageo’s North America division has lined up an activation in the region for Crown Royal’s RTD roster.

‘A New World of Cocktails’, unveiled late last week, comprises an advert that will run on ‘Connected TV’ as well as on digital and Social Media platforms. An out-of-home presence will also support the Canadian whisky brand’s line of three pre-mixes that launched in the US in March.

The ad features hip-hop artist DijahSB, who is utilising the spot to air their recently-released track, ‘So Good’. Also appearing is Erin Ashley Simon, a professional gamer who has worked with the brand on its Facebook-hosted series ‘The Crown Crossover’.

The RTD range, comprising Peach Tea, Whisky & Cola and Washington Apple, carries an SRP in the US of US$3.99 per 35.5cl can.

Earlier this month, Diageo created an RTD brand from scratch in Australia. Reeftip Drinks Co has a portfolio of three spiced rum-based variants.

What will Diageo’s priorities be for the years ahead? – Click here for a Just Drinks analysis