Crown Royal Canadian Whisky is debuting new packaging commemorating the 133rd running of the Kentucky Derby at Churchill Downs.
Some 18,000 custom-designed Crown Royal 750 ml boxes highlight all the winning horses from the Kentucky Derby, the Crown Royal American Turf and the Triple Crown.
An in-pack promotion on specially marked 1.75 ml Crown Royal boxes includes two complimentary passes to the Crown Royal Festival in the Field May 4-5 at Churchill Downs. Colangelo Synergy Marketing created the packaging.
The historic Twin Spires appear on the well-known purple box featuring the names of all 132 previous Kentucky Derby winners dating back to 1875.
The left side panel carries the names of all 11 Triple Crown winners. The right side panel lists the 12 Crown Royal American Turf race winners.
“We are proud of our annual pilgrimage to horse racing’s most prestigious weekend,” said David Tapscott, Crown Royal brand director, in a statement. “We find there is no better way to communicate our engagement with this regal event than to celebrate its historic champions through this limited edition package.”
The front of the package will feature a see-through window below the Crown Royal logo showcasing the brand’s distinctive purple bag embroidered with the official Kentucky Derby 133 logo.
Under another sport, Crown Royal recently wrapped a promotion that put the name of Louisiana resident Jim Stewart in the official title of an upcoming NASCAR race after winning a Crown Royal promotion. Stewart beat out about 15,000 other entrants in the Your Name Here 400 Promotion (PROMO Xtra, March 5, 2007).
And through March 15, Crown Royal is expanding another NASCAR promotion to give one Texas adult the chance to have his or her name painted on the No. 26 Crown Royal Ford Fusion driven by Jamie McMurray during the NASCAR Nextel Cup Series at Texas Motor Speedway on April 15
(PROMO Xtra, March 9, 2007).
Network
