Home Fairfield Diageo’s Crown Royal launches ‘Water Break’ marketing campaign

Diageo’s Crown Royal launches ‘Water Break’ marketing campaign


Crown Royal, the Canadian whisky brand from Norwalk-based Diageo, is launching an advertising campaign called “The Water Break” to reinforce the value of hydrating between alcohol consumption periods.

Taking a cue from the water breaks used in football games, the new campaign will debut this evening in a 30-second commercial set to air during the National Football League’s season opener. The advertisement will feature a referee signaling a time out for a Crown Royal Water Break, at which point fans watching the game will consume glasses of water between their alcoholic intake. The campaign will also include event marketing in select cities with football icons Brian Westbrook, DeMarcus Ware and Ed Reed, along with the free distribution of tens of thousands of gallons of water in stadiums and bars.

“Crown Royal is taking responsible drinking to the next level with an initiative that’s more than just a message; we are looking to change behaviors and ultimately make a positive social impact,” said Sophie Kelly, senior vice president of North American Whisk(e)ys at Diageo. “Simply put, the Crown Royal Water Break reminds sports fans to not ruin the game day celebrations for everyone else by overconsuming.”

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  1. This morning sitting here listening to the news CNN, it saddens me that a commercial advertising a young black man bought Crown Royal and went home to his mother and they drank together. We have enough negative images, and we ourselves are doing likewise. But for you to show a mom and a son drinking like it’s a Coca Cola is just horrible. Parents roles are not easy, instilling character, to guide, lead, and plant seeds of wisdom. We truly don’t need any advertisements with our men and children participating in commercials that encourages our people to drink more than they already are doing. Why advertise with any people, get creative and sell your product, without using people to make your product enticing. Use special effects, with the room spending in slow motion, round table flips over towards the screen and table clot appears two or four glasses appears, ice cubs drops one at a time and pour slowly into the glass. Can also use hands with white gloves on with a napkin pouring it in the glasses. If you have more than 1 brand pour 1 brand in 1 glass and the other brand in the other. (Bottle appears on the table) I have a couple more ways I feel you could advertise, and let it sell it self. People are going to drink regardless, but don’t be responsible for new arrivals. Let me tell you if my child walk up in here pouring me a drink that’s not green tea or water, I don’t care how old he is it will be own up in here. Our boys don’t need to see men on tv drinking, or smoking, drugs, that has consequences on their health, life’s successful future rather than the negative outcome that we are seeing happens to many. If you liquor is so good you don’t need a face connected to it, just tell them what to expect when they drink your stuff, the taste, the hi and tell them to be responsible because it can impair your judgement. Thank you for reading


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