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Crown Royal campaign ‘inspires generosity’

Crown Royal Canadian Whisky has unveiled a new campaign titled ‘Live Generously and Life Will Treat You Royally’, created to “inspire generosity in all of its many forms”.

Bartender Brian Floyd created the Barman’s Fund to inspire his fellow barkeeps to donate their tips to local charities

Live Generously will feature real people, places and moments that “exemplify” those who live generously. The campaign is rooted in the belief that a “magnanimous approach to life is infinitely rewarding”.

The campaign is powered by The Generosity Engine, a proprietary data platform currently in beta, which looks to highlight and facilitate real-time acts of generosity across the country.

Some highlights include country musician Ray Johnston who received a lifesaving bone marrow transplant from a complete stranger and played a live gig for local hospital patients; and bartender Brian Floyd who created the Barman’s Fund to inspire his fellow barkeeps to donate their tips to local charities in their cities.

Crown Royal’s roots can be traced back to its creation in 1939 when a Canadian spirits entrepreneur welcomed the visiting King and Queen of England with a gift: a blend of his fifty finest whiskies presented in an decanter and the now-iconic purple bag.

“The notion of generosity is at the heart of Crown Royal,” said Sophie Kelly, SVP of marketing for 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.”

In celebration of the campaign launch, Crown Royal is partnering with GoodWorld, a tech startup that fuels charitable giving on social media. The collaboration encourages 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.

As an incentive, Crown Royal will donate US$1 to Packages From Home for every person who registers with GoodWorld until the end of the year, up to US$50,000. Crown Royal and Packages From Home have worked together to send nearly half a million Crown Royal Care Packages to active duty troops overseas over the past five years.

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