CANADIAN WHISKY BRAND CROWN ROYAL TEAMED UP WITH ROCK LEGEND, DAVE GROHL TO BRING ITS GENEROSITY MISSION TO SUPER BOWL LVII THROUGH 60-SECOND SPOT - 'THANK YOU CANADA'
Crown Royal, the official whisky sponsor of the NFL, released its first Super Bowl ad featuring Dave Grohl, emphasizing gratitude towards Canada for its contributions. The 60-second spot includes nods to Canadian culture while showcasing the brand's commitment to generosity. Crown Royal also held events in Phoenix, honoring military veterans and hospitality workers, along with a digital 'Chain of Gratitude' initiative that encourages sharing appreciation through collectible tokens. Diageo, Crown Royal's parent company, committed $2 million to support hospitality and military communities, reflecting its dedication to social responsibility.
- Crown Royal's first Super Bowl ad marks a significant marketing milestone.
- The brand's $2 million commitment enhances its positive image and community engagement.
- The interactive 'Chain of Gratitude' initiative fosters customer engagement and brand loyalty.
- None.
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"Diageo Owned Crown Royal, the Official Whisky Sponsor of the
Experience the full interactive Multichannel News Release here: https://www.multivu.com/players/English/9140151-crown-royal-dave-grohl-super-bowl
The sixty-second spot is the very first
Leading up to game day, Crown Royal took fans on a journey to the big spot reveal by rolling out various teasers including a modern take on O Canada performed by the extraordinary Canadian guitarist
Ahead of The Big Game, Crown Royal took the opportunity to bring their tradition of generosity straight to the ground in
"There is no bigger stage to say thank you than the
The brand also kicked off a "Crown
Here's how it works:
To participate, players will visit web3.crownroyal.com, to mint1 of 2 digital "Tokens of Gratitude" and share a unique link to a friend to continue building their chain of gratitude. As the chain grows, the digital collectible which is available to players on that chain will also evolve dynamically.
- The "Gratitude Bag" will be minted should a participant choose to start a chain of gratitude OR participate in an existing chain by extending the chain of gratitude (i.e., ."passing the gratitude on".)
- The "Gratitude Crown" will be minted should a participant decide not to engage in the game. They have the option to simply mint a digital collectible and end their involvement with the program there.
The objective is for players to continue growing their chain as the player who started the chain with the most players will win a custom Crown Royal cape and all others who are part of the winning chain may win a prize of Crown Royal sneakers. † Carmilla Sumantry, an up-and-coming Canadian-based digital artist, created the art for both collectibles.
Crown Royal didn't just express gratitude in the spot, they celebrated all week long on the ground in
Crown Royal also celebrated Super Bowl LVII at the 12th Annual
"Our brand prides itself on celebrating the generosity and selflessness of the military and hospitality communities, and we're thrilled we could continue that work on-the-ground in
Generosity is nothing new for the Canadian whisky brand and over the last two years, Crown Royal has worked with over 30 charitable partners to champion hospitality workers and the military—from delivery drivers to volunteers in the stadiums, the whisky label has recognized the efforts of those who keep game day great through a
Crown Royal invites consumer 21+ to raise a glass to all those who help make your gameday great, and please drink responsibly.
†NO PURCHASE NECESSARY. Must be legal
‡Crown Royal Generosity Fund is a donor-advised fund, administered by Fairfield County's
About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of
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About CreatiVets
CreatiVets' is a 501(c)(3) non-profit organization whose mission is to provide wounded veterans struggling with post-traumatic stress and traumatic brain injury with opportunities to use art, music, and creative writing to heal their unseen wounds of war. Their goal is to empower veterans with tools they can use for the rest of their lives and enable them to see their own capacity for success in an arena outside the battlefield. Learn more at creativets.org.
About Packages From Home
Packages From Home is a 501(c)(3) nonprofit organization whose mission is to send care and comfort packages to Active Duty military members stationed or deployed overseas (to include military working dogs & military K9 teams) as well as homeless, transitioning, and at-risk veterans by providing them with requested food, hygiene, and entertainment items to boost morale and quality of life. The care packages and supplies provided by Packages From Home are tokens of love and gratitude to these heroes for their many sacrifices in service of our freedoms as Americans.
About Vayner3
Vayner3 is a consultancy under the umbrella of
Media Contacts
Michelle.Gattenio@diageo.com
TAYLOR
crownroyal@taylorstrategy.com
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