Since 2012, #GivingTuesday has come to represent a worldwide effort to inspire the spirit of giving during the holiday season, raising $116.7 million online just last year. Today, in celebration of that spirit, Crown Royal Canadian Whisky is proud to introduce its new campaign, titled “Live Generously and Life Will Treat You Royally.”
“Live Generously” is rooted in the belief that a magnanimous approach to life is infinitely rewarding. At a time when traditional symbols of status and luxury are increasingly unattainable, Crown Royal believes that generosity reigns supreme as the greatest status symbol of all. The campaign will be powered by The Generosity Engine, a proprietary data platform currently in beta, which looks to highlight and facilitate real-time acts of generosity across the country. As we examine the facets of generosity across America, the brand seeks to reward those who are living generously.
“The notion of generosity is at the heart of Crown Royal,” said Sophie Kelly, SVP of Marketing for DIAGEO North American Whiskies. “As one of America’s most-loved, most-shared and most-gifted whiskies, we have a fortunate role in culture and with this effort, we’re using our platform to put generosity on the throne where it belongs. We hope to inspire others to share their talents, their time, their resources or simply a smile.”
In celebration of our campaign launch on #GivingTuesday, Crown Royal is partnering with GoodWorld, a tech startup that fuels charitable giving on social media. Together we’re encouraging people to support worthy causes by commenting #donate on participating charities’ Facebook posts, tweeting #donate at a cause’s username or by signing up at GoodWorld.me to trigger real-time donations.
As an incentive, Crown Royal will donate $1 to our longstanding partners at Packages From Home for every person who registers with GoodWorld between #GivingTuesday and the end of the year, up to $50,000. Crown Royal and Packages From Home have worked together to send nearly half a million Crown Royal Care Packages to active duty troops overseas over the past five years.