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Brand Profile: Crown Royal Helps Consumers Spread the Love Overseas

Posted on  | September 23, 2013   Bookmark and Share
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There are few things in this business more iconic than the Crown Royal purple bag. As part of the brand’s Heroes Project—an ongoing initiative to provide support to our troops launched—American soldiers stationed abroad receive Crown Royal purple bags full of food, personal care and recreational items.

In collaboration with Packages From Home, a charitable organization that sends care packages to active duty soldiers, Crown Royal is now letting consumers get in on the action. Beginning this fall, the brand will invite all LDA consumers across the country to give back to military heroes in both on- and off- premise settings, through their Heroes program.

“Crown Royal’s partnership with Packages From Home has grown to become an integral part of our annual Heroes Project, and we’re excited to give our consumers the opportunity to join us in giving back to deserving American servicemen and women,” says Abby Wise, Crown Royal Brand Director. “This initiative is a small way for the brand to say ‘thank you’ to the heroes who serve our country each and every day. We hope they enjoy these care packages while stationed overseas and return home safely.”

Retail customers will be encouraged to donate their Crown Royal purple bags at bag drop stations, which will be set up at participating wine & spirits stores. For every bag donated, Crown Royal will donate $1 to Packages From Home. All donated bags will then be collected and packed with food and personal care items during events throughout the country at a later date, to be sent to active duty troops overseas.*

Crown Royal plans to host managed bar nights in select on-premise locations to spread the word about the campaign and encourage consumers to join the brand in giving back to troops. Patrons will also have access to special postcards to write thank you notes to troops, which will be included in care packages that the brand sends to servicemen and women stationed overseas with the assistance of Packages From Home. Additionally, consumers will have the ability to text-to-donate on-site at participating accounts.

“Crown Royal is making a meaningful impact in the lives of our brave U.S. Military Heroes,” says Kathleen Lewis, Founder of Packages From Home. “We are grateful for Crown Royal’s continued support of our mission, and we are honored to partner with them. Crown Royal has proven their commitment to giving back to the communities where they do business and they realize that the U.S. military is a very important community to rally behind.” n

*Retailers interested in having a bag drop station at their off-premise location are encouraged to contact their local Diageo rep for additional details.


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