Consumers can support the program in several ways: packing a bag virtually, donating bags in-store, attending Crown Royal Generosity Hours at local bars and participating in packing events at professional football stadiums across the country.
The project is being launched in association with country music star Thomas Rhett, who is encouraging his supporters to support the project.
As part of the Crown Royal “Live Generously and Life Will Treat You Royally” platform, the brand is set to launch The Purple Bag Project during the most giving time of year. Most notably, in partnership with the Country Music Association (CMA) and leading up to “The 52nd Annual CMA Awards,” airing Wednesday, November 14 on the ABC Television Network, Crown Royal will host the ultimate volunteer takeover in downtown Nashville at the Bridgestone Arena Plaza on Tuesday, November 13, with the goal to pack iconic purple bags for active service members overseas leading into the holiday season.
To achieve its goal, Crown Royal will continue and enhance its long-standing partnership with Packages From Home, a 501(c)(3) non-profit organization dedicated to serving U.S. troops overseas and homeless or at-risk veterans by providing them with requested morale-boosting care packages. All care packages will include handwritten notes, food and personal care items.
In addition, Crown Royal has taken an active approach serving local communities affected by natural disasters. Through monetary and purple bag donations, Crown Royal has facilitated support in California, Florida and Texas in light of recent events.
“People have always done more with our iconic purple bags. The Crown Royal Purple Bag Project is all about helping facilitate the afterlife of the bag in a greater, more purposeful way. At Crown Royal, we are all about inspiring generosity and reminding people it’s not what you have but what you give and how you give it,” said Sophie Kelly, Senior Vice President of North American Whisk(e)ys at Diageo.