This campaign builds upon corporate and social responsibility initiatives and heritage of the company.
The "Champions Drink Responsibly" campaign has reached out to millions of consumers worldwide to educate them about responsible behaviors when drinking alcohol, including: ‘Have a plan,’ ‘Pace yourself,’ ‘Stay together,’ and ‘Drinking and driving don’t mix.’
Global tennis Champion and Grand Slam winner Rafael "Rafa" Nadal was introduced as the Bacardi Limited Global Social Responsibility Ambassador in March 2011. Rafa has helped deliver the responsible drinking message to consumers at events in the United States (Miami and New York); China (Shanghai); Australia (Melbourne); Spain (Palma de Mallorca and Barcelona) and Mexico (Acapulco). He even has a mocktail (an alcohol-free cocktail) named in his honor - Rafa’s Champions’ Mix.
The campaign regularly engages with its global fan base through the "Champions Drink Responsibly" Facebook page, and aims to drive consumer engagement in responsible drinking and widen their appreciation of four desirable behaviors to stay in control and enjoy an evening out: looking out for your friends, making a plan, quality not quantity and not drinking and driving.
The "Champions Drink Responsibly" Facebook page was also the home of the latest global consumer promotion, ‘The Champions’ Party.’ This focused on promoting key responsible drinking behaviors to consumers. Entrants had to correctly answer three questions about responsible drinking in order to enter the prize draw and win the chance to attend a party hosted by Rafael Nadal in Mallorca. At The Champions’ Party, "Champions Drink Responsibly" demonstrated and brought to life responsible drinking messages by serving up imaginative mocktails to take the pace down, building chillout areas to relax in and providing transport to ensure everyone got home safely.
"Champions Drink Responsibly" also adopted the "T-Sign" to communicate responsible drinking behaviors in the latest advertising assets. The distinctive "time out" hand gesture works for consumers in any language, in any bar, anywhere in the world and displays not only their support for the campaign, but also helps ensure their own nights out with friends are memorable for the right reasons. Consumers can use the "T-Sign" when they want to take a break from drinking alcohol. The five "T-Sign" images, featuring Rafael Nadal, represent: ‘Time Out,’ ‘Keep it together,’ ‘Start the night with a plan,’ ‘Taxi,’ and ‘Make your next one a Mocktail.’
The Bacardi Limited "Champions Drink Responsibly" campaign was launched in 2008. Seven-time Formula 1™ World Champion Michael Schumacher was the first Bacardi Limited Global Social Responsibility Ambassador. To mark the launch, Bacardi Limited was joined by the EU Transport Commissioner and Michael Schumacher as the Company became a signatory to the European Road Safety Charter.
"Drinking and driving don’t mix" was the key message that together "Champions Drink Responsibly" and Michael Schumacher publicized to consumers. Michael Schumacher acted as the designated driver for consumers who correctly answered a series of questions about the message "Drinking and driving don’t mix," at the legendary Ascari racetrack in Spain. He was also the designated driver for Salvatore Calabrese, one of the world’s best mixologists, while Calabrese tried to mix a cocktail in the passenger seat of a car. This video was premiered in front of 70,000 people at the Race of Champions™ event in Beijing, China, and on the "Champions Drink Responsibly" YouTube™ channel. Michael Schumacher also used his appearance on internationally popular BBC TV show Top Gear™, when he was revealed as the mystery driver The Stig™, to discuss his role with Bacardi Limited and promote the "Drinking and driving don’t mix" message to millions of viewers.
The Bacardi Limited "Champions Drink Responsibly" campaign has been awarded Corporate Social Responsibility Campaign of the Year at the Public Relations Consultants Association Awards 2009. This follows its earlier achievement in winning the Best International Communication at the European Excellence Awards 2008, seen by many as a gold standard in the public relations industry.Visit Champions Drink Responsibly
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