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Crown Royal campaign focuses on flavour

Diageo has hired actor and comedian JB Smoove to front Crown Royal’s new campaign, created to help boost the Canadian whisky brand’s flavoured portfolio.

JB Smoove will work on Crown Royal’s new campaign to push flavoured whiskey

The new campaign, called Crown Royal Regal Apple: The Musical, features a series of short films and an original song, titled ‘It’s Apple Time, Baby’.

In collaboration with director Greg Brunkalla, Anomaly New York and Storefront Music, the online videos features Smoove in a nightclub with friends enjoying Crown Royal Regal Apple shots while taking part in a dance number.

The collaboration also saw the actor crowned Crown Royal’s ‘King of Flavour’ during an event in New York hosted by comedian Chris DiStefano.

The integrated marketing plan consists of TV, social media, public relations and bar events rolling out nationwide this month and continuing throughout 2018

The campaign follows Smoove’s collaboration with the brand last year, where he worked on a initiative to launch Crown Royal Vanilla, as well as appeared in a series of recipe videos.

Check out the full video below. 

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