Crown Royal Asks Consumers to Make Stuff From its Purple Bag

Crown Royal has launched a promotion to get people to make quilts, reupholster chairs or create any other variety of crafty fare out of the iconic purple bags the whisky is packaged in.

Partakers submit pictures of their creations via mail or an online entry at CrownRoyal.com through Dec. 31.

The name of the promotion, the Legends of the Purple Bag, plays into the grand prize termed a “legendary” trip to both Los Angeles and New York. The weekend in Los Angeles includes a movie night with Hugh Hefner and a private tour of the mansion with a Playboy bunny. The weekend in New York features a day of VIP treatment at the ESPN Zone and a tour of ESPN headquarters in Bristol, CT.

“For years, Crown Royal consumers have been showcasing their passion and style via thoughtful creations featuring the iconic purple bag,” said David Tapscott, brand director for Crown Royal, in a statement. “Whether it’s creating wedding gowns, golf club heads, or a suit comprised of the purple velvet, this promotion offers a forum to celebrate and showcase the unique creativity and skill of some of the most enthusiastic consumers out there.”

Past creations ranging from winter hats and sport jackets woven entirely from the purple bags, to the lining of car interiors and sofa covers prompted the idea for the contest.

Submissions will be judged on creativity, originality, relevance to Crown Royal product, appeal, clarity and appropriateness for use in publicity and advertising.

Print ads, P-O-P, online banners and e-mails are supporting the contest.

For every submission received, Crown Royal said it would make a donation to RADD, the entertainment industry’s voice for road safety.

Former NFL football player Jerry Rice wore a suit designed out of Crown Royal purple bags to this year¹s ESPY Awards. The suit will be auctioned off with its proceeds getting donated to RADD.

Link to Promo Article