Crown Royal gets ‘juicy’ for the summer
Canadian whisky brand Crown Royal has unveiled a new summer campaign and soft-launched a partnership with Juicy Couture.
The new summer campaign, called ‘Crown Royal Pancake Palace’, highlights the brand’s flavoured whiskeys: Regal Apple, Peach, and Blackberry, the newest addition to the line.
Country singer Tanner Adell and Love Island USA season six contestant Miguel Harichi bring fans to a Y2K-inspired scene featuring cowboy chefs in aprons, pancakes, and whisky cocktails.
Hadley Schafer, the brand’s vice-president, said: “This is a celebration of flavour that will be brought to life in a big and bold way at The Crown Royal Pancake Palace surprise pop-up. With Tanner and Miguel joining the fun, we’re setting the stage for a summer of music, flavour and, of course, giving back.”
On 3 August in Chicago, the campaign will come alive with a pop-up experience featuring a live performance by Adell. At the same time, Harichi will serve up syrup-soaked pancakes paired with Crown Royal cocktails.
Harichi commented: “Good vibes and great cocktails are two of my favourite things, so partnering with Crown Royal for the Pancake Palace was a no-brainer. I mean, who wouldn’t want to swap villa life for a cowboy hat, even if just for one night?”
Juicy Couture
The campaign marks the soft launch of a new partnership between Crown Royal and LA-based lifestyle brand Juicy Couture.
In the campaign series, Adell wears a custom tracksuit that features a corset and is embellished with rhinestones for a touch of country flair.
Additionally, the two brands have created a co-branded, rhinestone-studded unisex tank top. This will be available for purchase at the Crown Royal Pancake Palace event and online while supplies last.
As part of this initiative, the companies will make a US$1 donation from every item sold to Women In Music, a non-profit organisation dedicated to promoting awareness, equality and diversity for women in the music industry.
Adell said: “My partnership with Crown Royal has been such a fun ride. From my signature cocktail, The Crown Royal Buckle Bunny, to my custom Crown Royal x Juicy Couture tracksuit inspired by pop-country style, it’s a very special moment for me. And, in true Crown Royal fashion, the brand continues its commitment to generosity, this time by supporting non-profit Women In Music.”
Crown Royal is the presenting partner for Tanner Adell’s ‘Giddy Up, Gorgeous’ Tour, which will travel to seven cities across the country this summer. The collaboration marks the second year of partnership between Adell and the whisky brand, which debuted last year on her ‘Buckle Bunny’ Tour.
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