Diageo’s North America division has lined up an activation in the region for Crown Royal’s RTD roster.
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‘A New World of Cocktails’, unveiled late last week, comprises an advert that will run on ‘Connected TV’ as well as on digital and Social Media platforms. An out-of-home presence will also support the Canadian whisky brand’s line of three pre-mixes that launched in the US in March.
The ad features hip-hop artist DijahSB, who is utilising the spot to air their recently-released track, ‘So Good’. Also appearing is Erin Ashley Simon, a professional gamer who has worked with the brand on its Facebook-hosted series ‘The Crown Crossover’.
The RTD range, comprising Peach Tea, Whisky & Cola and Washington Apple, carries an SRP in the US of US$3.99 per 35.5cl can.
Earlier this month, Diageo created an RTD brand from scratch in Australia. Reeftip Drinks Co has a portfolio of three spiced rum-based variants.
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