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Diageo To Boost Crown Royal’s TV Exposure Looking Ahead

September 6, 2018

Diageo is backing its Crown Royal Canadian whisky brand with an increased media spend in the months ahead, including a push during the upcoming National Football League season, Ad Age reports. Last year, Crown Royal became the first spirits brand to run TV advertising during a regular season NFL game. This year, it’s renewing that effort with a new platform called “The Water Break,” which includes NFL stars like Brian Westbrook, DeMarcus Ware, and Ed Reed reminding consumers to hydrate and celebrate responsibly during their football parties this season.

Crown Royal spent $11.6 million on U.S. media advertising in 2017, according to Kantar Media. That outlay figures to rise looking ahead, as Diageo plans to increase its NFL exposure this fall and dramatically increase its overall TV advertising in 2019. The brand will be on air 49 weeks out of the year, up from 19 weeks, Ad Age reported.

Including its flavored whiskies, Crown Royal’s U.S. volume topped 6 million cases in 2017, according to Impact Databank, while retail sales neared $1.5 billion. In volume terms, the brand has averaged about 4% growth annually over the past decade.—Daniel Marsteller

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