“Hydrate Generously,” the newest platform from Crown Royal, is encouraging football fans to drink responsibly on game day by reinforcing the importance of always drinking in moderation and hydrating between drinks.
The whiskey brand recently debuted its “Hydrate Generously” campaign with a nationally televised 30-second advertisement introducing the Water B.O.Y.S. (Beverage Offsetters at Your Service), Crown Royal’s real-life squad of hydration specialists who tackle the important job of reminding fans and spectators to moderate their game day consumption and drink water between drinks – at the tailgate, in the bar and in the stands.
“Pro football is America’s favorite sport, the most-viewed programming on TV and one of the top occasions for responsible consumption of alcoholic beverages,” said Sophie Kelly, Senior Vice President of North American Whiskeys at Diageo. “With so many fans paying attention, we saw an opportunity to do something that no brand has done before and take our longstanding social responsibility commitment to the masses, reminding fans to celebrate in moderation in a way that’s rooted in the energy, spirit and intensity of the game itself.”
Crown Royal will further elevate “Hydrate Generously” through a partnership with Waterboys.org, a charitable organization within the Chris Long Foundation. To date, the organization has funded 24 life-sustaining water wells for East African communities. Crown Royal will help fund the organization’s 25th and 26th wells by donating $45,000 to kick off the season, and by rallying fans to help raise another $45,000 by donating one dollar for every use of #HydrateGenerously and for every bottle distributed by the Crown Royal Water B.O.Y.S. throughout the season. This upholds the brand’s long-standing commitment to charitable initiatives, with in-kind and monetary donations totaling more than $1 million since 2010.
“We are honored to partner with Crown Royal on the ‘Hydrate Generously’ campaign to bring clean water to communities in desperate need,” said Waterboys director Nicole Woodie. “This partnership exemplifies the uniting power of sports by drawing football fans together to get two more Waterboys wells funded and impact the lives of over 10,000 people. We hope when fans drink responsibly they will also be inspired to live generously by getting involved with the Waterboys’ mission.”
The “Hydrate Generously” initiative will also feature squads of real-life Water B.O.Y.S. distributing water at stadiums, tailgates, sports bars and in rideshare vehicles throughout the season.
The “Hydrate Generously” initiative is part of Crown Royal’s ongoing “Live Generously and Life Will Treat You Royally” platform – which views a generous life as a life well-lived and committed to inspiring generosity in all of its forms. All activations and communications reinforce the message that a magnanimous approach to life is ultimately the most rewarding.