Signatures in support of responsible drinking to be displayed in-game on
dasher board during 2014 Tim Hortons NHL Heritage Classic™
VANCOUVER, Feb. 27, 2014 /CNW/ - CROWN ROYAL® Blended Canadian Whisky
announced today they are recognizing Canadian hockey fans who have
pledged to Make the Right Call when it comes to responsible drinking.
On March 2nd at the 2014 Tim Hortons NHL Heritage Classic, CROWN ROYAL will use one
of their in-game dasher boards, normally reserved for advertising, to
display the signatures of some of those Canadians who signed on to Make
the Right Call over the past six months.
"As the world's leading premium drinks company, we believe that
responsible drinking is a valued and enjoyable part of celebrations for
people of legal drinking age who choose to drink," said Alistair Kidd,
Marketing Director, Whisky, Diageo Canada. "With this dasher board, we
wanted to do something to recognize some of the Canadians who have
supported this program by making the important commitment to drink
In the fall of 2013, CROWN ROYAL teamed up with former NHL officials
Bill McCreary and Don Koharski to raise awareness about responsible
drinking and to share their experiences about making the right call on
Hockey fans who signed on to Make the Right Call in Toronto and
Vancouver last October are encouraged to tune in to the game on March 2nd to see if they can spot their signatures on the distinctive dasher
The 2014 Tim Hortons NHL Heritage Classic will be broadcast live on CBC
and RDS in Canada beginning at 1:00 p.m. PT/4:00 p.m. ET.
Additionally, Canadians who would like to show their support for the
program can visit www.maketherightcall.ca to take the pledge from their mobile devices, tablets or computers and
make the commitment to drink responsibly. Fans must be legal drinking
age to participate.
About Make the Right Call™
Make the Right Call is a Diageo Canada social responsibility initiative
that encourages Canadians to make the commitment to drink
responsibly. Leveraging the CROWN ROYAL sponsorship with the NHL, Make
the Right Call reminds Canadians of the importance of calling a taxi,
assigning a designated driver or staying at a friend's house after
enjoying a night out. CROWN ROYAL invites those of legal drinking age
to pledge their support at www.maketherightcall.ca.
Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business
with an outstanding collection of beverage alcohol brands across
spirits, beer and wine. These brands include Johnnie Walker, Crown
Royal, J&B, and Bushmills whiskies, Smirnoff, Cîroc, and Ketel One
vodkas, Baileys, Captain Morgan, Tanqueray and Guinness, Beaulieu
Vineyards and Sterling Vineyards Wines.
Diageo is a global company, trading in more than 180 countries around
the world. The company is listed on both the New York Stock Exchange
(DEO) and the London Stock Exchange (DGE). For more information about
Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the
sharing of best practice tools, information and initiatives, visit
Celebrating life, every day, everywhere.
The CROWN ROYAL and MAKE THE RIGHT CALL words and associated logos are
trademarks of Diageo.
© Diageo Canada Inc. 2014.
NHL and the NHL Shield are registered trademarks and NHL Heritage
Classic name and logo are trademarks of the National Hockey League. ©
NHL 2014. All Rights Reserved.
SOURCE: Diageo Canada
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