• by Larissa Faw , November 30, 2016

Crown Royal is launching its first-ever purpose-driven campaign under the “Live Generously and Life Will Treat You Royally” tagline.  While many spend a lifetime pursuing traditional symbols of status and luxury, through the campaign the Diageo brand proposes that generosity reigns supreme as the greatest status symbol of all.  

The multifaceted campaign and its elements were developed in collaboration with Anomaly New York, Taylor Strategy, Vayner Media, Colangelo Synergy Marketing, starpower, Carat, Just Marketing International, Lush Life, Wasserman and Western Unlimited. 

This concept celebrates “real” people, places and examples of charity as well as the company's "generous" heritage that dates back to 1939 when a Canadian spirits entrepreneur welcomed the visiting King and Queen of England with a one-of-a-kind gift: a blend of his fifty finest whiskies presented in an intricate decanter and the now-iconic purple bag.  

The initiative includes 30- and 60-second anthem television spots, a series of 15- and 30-second videos that showcase everyday acts of generosity, and out-of-home ads featuring people such as bartender Brian Floyd who created the Barman’s Fund to inspire his fellow barkeeps to donate their tips to local charities in their cities.  

Another spot highlights Dallas-based country musician Ray Johnston who received a lifesaving bone marrow transplant from a complete stranger and pays it forward by sharing his music with local hospital patients. 

Crown Royal is also introducing The Generosity Engine, a proprietary data platform currently in beta, which looks to highlight and facilitate real-time acts of generosity across the country. "As we examine the facets of generosity across America, the brand seeks to reward those who are living generously," per the company.  

Also Crown Royal is partnering with GoodWorld, a tech startup that promotes charitable giving on social media, to encourage people to support worthy causes by commenting #donate on participating charities' Facebook posts, tweeting #donate at a cause’s username or by signing up at GoodWorld.me to trigger real-time donations.  

Crown Royal will donate $1 to its longstanding philanthropic partner Packages From Home for every person who registers with GoodWorld by December 31, up to $50,000. Crown Royal and Packages From Home have sent nearly half a million Crown Royal Care Packages to active duty troops overseas over the past five years. 

“The notion of generosity is at the heart of Crown Royal,” stated Sophie Kelly, SVP of marketing, Diageo North American Whiskies. “As one of America’s most-loved, most-shared and most-gifted whiskies, we have a fortunate role in culture and with this effort, we’re using our platform to put generosity on the throne where it belongs. We hope to inspire others to share their talents, their time, their resources or simply a smile.” 

Last year, the brand spent $13.4 million on advertising, according to Kantar Media. Crown Royal sold 5.2 million nine-liter cases in 2015, an 18% increase over 2014, according to Impact Databank.