Crown Royal has entered into a partnership with Salesforce NFT Cloud, Crossmint, and Vayner3 to launch its first non-fungible token (NFT) in honor of Giving Week.
The initiative’s NFT centerpiece is a redesigned Crown Royal logo created by Adam Verhasselt, a visual and motion designer whose work spans in-studio photography, video production, and NFTs.
In the initiative, all US fans 21 and over can nominate a deserving person to receive the NFT.
When the recipients claim their NFT crown, Crown Royal will recognize them by sending a care package to an active duty American military member through the Purple Bag Project.
“Our mission is to activate in a way that inspires generosity all year round,” said Sophie Kelly, Vice President of Whiskeys Portfolio in North America at Diageo.
“This launch takes Crown Royal’s spirit of generosity to a new level. We’re excited to use Web3 technology to not only help consumers recognize special people in their lives who deserve gratitude, but also to support active duty service members through the Purple Bag Project.”
NFTs are now accessible on Crown Royal’s Web3 website, and the initiative will run until December 31, 2022.
Crown Royal’s first NFT endeavor follows the submission of a trademark application in May to enter the metaverse and the world of NFTs.
