Diageo Canada conducts For Every King a Crown campaign
Diageo Canada has begun a promotion called "For Every King a Crown" in support of its Crown Royal brand of whiskey. The campaign, developed by Grey Canada of Toronto, is being conducted in association with the CBC program Hockey Night in Canada. The television commercial depicts a group of friends on the ice and off of it. It ends with the copy, "For every king, a brotherhood. For every king, a crown." The print ad shows a group of male friends at a pub. The brand is also sponsoring the "3 Stars of the Game" segment of the Hockey Night in Canada broadcast. This includes three 10-second co-branded ads and a five-second Crown Royal ad. The sponsorship was arranged by MediaCom Canada. The campaign also includes a contest called "Crown Royal King of the Game," the winner of which will receive a trip for two to a hockey game of the winner's choice. This component was developed by The Marketing Shop. In addition, a campaign website located within CBC.ca was created by Tribal DDB, supported by online banners and social media activities. The campaign will run through March 2010. "This campaign draws on the relationship between the Crown Royal brand and the Canadian hockey fan," said Rudy Aldana, marketing director at Diageo Canada. "The hockey fan is authentically Canadian, hardworking, and craving a grounded display of image and status, which is what Crown Royal offers."