He’s leading a campaign, “Crown Royal Regal Apple: The Musical.” J.B. and his crew along up with director Greg Bundala, Anomaly New York and Storefront Music created a pulsating original track, “It’s Apple Time, Baby,” and a series of short films, which also include an exuberant dance number choreographed by Fatima Robinson.
The main film features J.B. strutting through a lavish nightclub, as patrons jump into his dance and join his crew for Crown Royal Regal Apple shots – all while not missing a beat. The integrated marketing plan consists of TV, social media, public relations and bar events rolling out nationwide this October and continuing throughout 2018.
“Flavored whiskies are on fire, and J.B. adds a fresh energy to our already irresistible and great tasting products,” said Jim Ruane, brand director for Crown Royal. “Working with a talented entertainer like J.B. who genuinely loves your brand makes things easy and more fun for the people looking for a new whiskey to enjoy responsibly. His talent, charisma, and to be completely honest, dance moves, took the work to a whole new level. It’s only fitting that we recognize him –one of the true kings of comedy, and a dear friend of the Crown– as our King of Flavor.”