Diageo’s North America division has unveiled a country music-themed push in the US for Canadian whisky Crown Royal under a new marketing platform for the brand.
‘Bring It’ will roll out nationwide across social, digital, broadcast and out-of-home channels. As part of the campaign, Diageo North America has commissioned Canadian country artist Ryan Langdon and US cowboy-come-musician Randy Savvy to produce the music for a 30-second advert (below), which features a line dance choreographed by Emmy Award–winning choreographer Kat Burns and local Austin dancers.
Alongside the digital activity, the unit is also organising “live experiences, cultural partnerships and unexpected collaborations” throughout the rest of this year. The platform was launched with an event at country-inspired bar Desert 5 Spot in Los Angeles, featuring Crown Royal-based cocktails, a choreographed line dance tutorial and a performance of the Bring It single – which can also be streamed on Spotify.
In results from the six months to the end of December, which were reported in February, Diageo said that Crown Royal’s sales were down by 8% in value and by 7% in volumes on the corresponding period a year earlier.
Also in February, the company closed a bottling unit for the Canadian whisky brand in Amherstburg, Ontario.
