Crown Royal

The Mother’s Medal

When we think of “America’s heroes”, we think of the brave troops serving overseas. However, we often times fail to recognize the selfless individuals who support them– M.O.M. (Mothers Of Military) For Mother’s Day 2019, we teamed up with Crown Royal to honor the service and sacrifice of this courageous community of women. To do so, we created “The Mother’s Medal”, the first ever honor specifically for mothers of military personnel. With the help of Vanguard Industries, the makers of our nation’s insignia and The Medal Of Honor, we designed an authentic medal and inspired people to nominate M.O.M.s for it. Online and in-store, we drove an astonishing number of nominations and our digital “Wall Of M.O.M.s” empowered everyone take part. We even hosted a special brunch ceremony with country music star Thomas Rhett, where we surprised M.O.M.s with medals delivered by their sons and daughters. In the end, it was our honor to recognize M.O.M.s for everything they do, each and every day.