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Crown Royal urges football fans to ‘hydrate generously’

Canadian whisky brand Crown Royal is encouraging American football fans to moderate their game day alcohol consumption and hydrate between drinks with the launch of its Hydrate Generously initiative.

Crown Royal is encouraging American football fans to drink responsibly on game day

The brand kicked off the campaign with a nationally televised 30-second advertisement during the first game of the season, with repeat airings scheduled throughout the year.

The ad introduces the Water BOYS – or Beverage Offsetters at Your Service – described as Crown Royal’s “real-life squad of hydration specialists”.

The team will distribute water at stadiums, tailgates, sports bars and in rideshare vehicles throughout the season in collaboration with several of the Crown Royal’s football team partners.

“Pro football is America’s favorite sport, the most-viewed programming on TV and one of the top occasions for responsible consumption of alcoholic beverages,” said Sophie Kelly, senior vice president of North American Whiskeys at Diageo.

“With so many fans paying attention, we saw an opportunity to do something that no brand has done before and take our longstanding social responsibility commitment to the masses, reminding fans to celebrate in moderation in a way that’s rooted in the energy, spirit and intensity of the game itself.”

The brand has partnered with charitable organisation Waterboys, which funds water wells for East African communities.

Crown Rotal has donated US$45,000, and is encouraging fans to match the amount by donating one dollar for every use of #HydrateGenerously and for every bottle distributed by the Crown Royal Water BOYS during the season.

“We are honoured to partner with Crown Royal on the Hydrate Generously campaign to bring clean water to communities in desperate need,” said Waterboys director, Nicole Woodie.

“This partnership exemplifies the uniting power of sports by drawing football fans together to get two more Waterboys wells funded and impact the lives of over 10,000 people. We hope when fans drink responsibly they will also be inspired to live generously by getting involved with the Waterboys’ mission.”

The Hydrate Generously initiative is part of Crown Royal’s ongoing Live Generously and Life Will Treat You Royally platform, launched in November 2016.

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