Bacardi Limited has a pioneering heritage in promoting social responsibility messages - dating back to 1931 when its first campaign took place in Mexico.
To enforce its committment to social responsibly, Bacardi Limited has launched a corporate responsiblity campaign featuring 7 time Formula 1™ World Champion and Bacardi Limited Global Social Responsibility Ambassador Michael Schumacher.
"As a leading global spirits company, we take our responsibility to educate consumers about responsible drinking very seriously," said Andreas Gembler, president and chief executive officer of Bacardi Limited. "I am delighted that we are joined in our efforts by such a high-profile individual as Michael Schumacher. His passion matches our own and together I know we can have a great impact in raising awareness."
The high-profile campaign will be rolled out across 40 countries. For further information please visit www.championsdrinkresponsibly.com.
As part of the international launch, Bacardi Limited will further showcase its social responsibility commitment when it becomes a signatory of the European Road Safety Charter at a signing ceremony with European Union Transport Commissioner Jacques Barrot.
US and Canada
In 1978, Bacardi USA, Inc. & Bacardi North America pioneered an early advertising campaign to raise awareness of the issue of drink driving. Under the campaign heading "Bacardi rum mixes with everything. Except driving." the company led an effort to educate consumers not to drink and drive. The campaign and message ran for more than 25 years, often in conjunction with other initiatives in the North American market.
In 1991, in partnership with other liquor and spirits companies, Bacardi USA founded The Century Council - a not for profit organization dedicated to fighting drunk driving and under-age drinking. The Council developed a series of educational and awareness initiatives including "Ready or not, make the right choice" and "Alcohol 101". These initiatives advocated for the identification of drunk drivers punishment and treatment.
Currently, a TV campaign "Whatever Your Reason" is running across the US. The campaign personalizes the responsibility message and reinforces the strength of strong relationships when it comes to smart decision making. For more information please visit our website.
In 2008, a Drink Responsibly campaign, supported by TV and press ads, will run throughout the US. For further information please contact: Burson-Marsteller, (305) 347 4343.
