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Press release from CNW Group

'Dads Deserve Better' Movement Comes to Canada

Thursday, June 06, 2013

'Dads Deserve Better' Movement Comes to Canada

11:00 EDT Thursday, June 06, 2013

The Makers of JOHNNIE WALKER® Blended Scotch Whisky Celebrate Dads ahead of Father's Day

TORONTO, June 6, 2013 /CNW/ - Shopper statistics reveal that traditionally consumers spend more on Mother's Day than Father's Day. Today, the makers of JOHNNIE WALKER® Blended Scotch Whisky announced their support for 'Dads Deserve Better', a global movement addressing the need for giving dads more thoughtful gifts. Rather than the standard present of socks or a tie, the movement encourages family members to step it up and 'give better' to their dads.

Failing to express what they really want, combined with the casual acceptance of mediocre gifts, has become commonplace among dads when it comes to Father's Day. Seeking to change this, JOHNNIE WALKER has put their efforts into identifying an ideal way to celebrate all that dads do.

"We believe that dads everywhere have been getting the short end of the stick over the years, and that they deserve better," said David Allard, Marketing Director, Whisky/Rum, Diageo Canada. "Quality time over a glass of scotch is the perfect way to celebrate dad's special day."

The 'Dads Deserve Better' movement began with the popularity of a video featuring a disgruntled dad finally taking a stand on typical Father's Day gifts. Shared across social channels, the tongue-in-cheek video currently has over 200,000 views and can be viewed at www.dadsdeservebetter.ca.

Globally, 'Dads Deserve Better' continues to make waves by organizing a letter writing campaign, producing additional videos, forming retail partnerships and organizing local "protests". Toronto will play host to their very own protest on June 13th, 2013. Stay tuned for more information.

Additionally, there is an exclusive gifting opportunity to make Father's Day even more special with personalized custom engraving on your JOHNNIE WALKER Blue Label bottle at select liquor stores. For details, visit JOHNNIE WALKER Canada.

Please enjoy your favourite JOHNNIE WALKER Blended Scotch Whisky responsibly.

About Diageo
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, and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

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 DRINKiQ.com.

Celebrating life, every day, everywhere.

SOURCE: Diageo

For further information:

North Strategic
Rhiannon Clifford
416-737-110
rhiannon.clifford@northstrategic.com

or 

Diageo Canada
Alanna Stone
416-641-1712
alanna.stone@diageo.com

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