Last night, Crown Royal launched the “Hydrate Generously” campaign, the brand’s newest initiative that is focused on responsible game day consumption and reminds football fans to always drink in moderation and hydrate between drinks. Crown Royal debuted the campaign through a nationally-televised 30-second spot during the first game of the season last night, with repeat airings throughout the year.

Crown Royal will further elevate “Hydrate Generously” through a partnership with Waterboys.org, a charitable organization within the Chris Long Foundation. To date, the organization has funded 24 life-sustaining water wells for East African communities. Crown Royal will help fund the organization’s 25th and 26th wells by donating $45,000 to kick off the season, and by rallying fans to help raise another $45,000 by donating one dollar for every use of #HydrateGenerously on social and for every bottle of water distributed by Crown Royal throughout the season.

In collaboration with several of the brand’s dozen-plus pro football team partners, Crown Royal will also deliver thousands of water bottles to fans along with a pep talk to enjoy the game sensibly.

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