Corporate America suppoting the troops - Crown Royal Steps Up

Iconic Crown Royal Bags Being Shipped to Troops Overseas

It’s still purple! The iconic Crown Royal purple bag is heading to Afghanistan, but in camouflage

ATLANTA (Sept. 16, 2010) – On their most important mission to date, camouflage-designed Crown Royal purple bags will be packed with gift items for America’s bravest, just in time for the holidays. Crown Royal, teaming up with non-profit Operation Troop Aid, is dispatching 10,000 of the specially designed bags to legal-drinking age troops on overseas deployment, including Afghanistan and Iraq. Volunteers in select events across the country will stuff the bags with personal care items, snacks and phone cards. “I can’t imagine how difficult it must be for troops to be away from their family and friends, especially during the holidays,” said Yvonne Briese, Crown Royal Brand Director. “We hope they like the CAMObags
and that this small gesture shows we are thinking about them back home and wishing them a safe return.”

Included in the bag, service members will receive well-wishes in the form of a hand-written message from each member of the Crown Royal team, including NASCAR driver Matt Kenseth, legendary football coach Jimmy Johnson, along with thousands of Diageo employees and partners.

To kickoff the program, a special event was held earlier today in Atlanta at Piedmont Park. During the event, hosted by legendary football coach and Crown Royal spokesperson Jimmy Johnson, the first Operation CAMO Care Packages were filled, and the parties unveiled a special mural that represents the program’s mission to ensure that soldiers serving abroad are reminded that those at home truly admire
and acknowledge their on-going commitment to protecting this country.

“After traveling to Afghanistan last year, I witnessed first-hand the daily struggles experienced by our troops to keep this great country of ours safe, and it had a profound affect on me,” Johnson said. “When one of the troops opens a Crown Royal CAMO bag, I hope they crack a smile and are reassured that home is not that far away.”

Operation CAMO Care Package kits include personal care items such as a toothbrush, toothpaste,comb, soap, shampoo, body wash, shaving cream, disposable razor and sunscreen. Soldiers will also find snacks such as trail mix, peanuts, cookies and candies. Select units will also receive 120-minute international phone cards to call their loved ones.

For more information on Operation CAMO Care Package and Crown Royal’s commitment to supporting the military, visit www.crownroyal.com/military. Crown Royal reminds adult consumers to always please drink responsibly.