Bacardi Limited announces tennis champion Rafael Nadal as the new Bacardi Limited Global Social Responsibility Ambassador, who now leads the Company’s award-winning responsible drinking campaign, ‘Champions Drink Responsibly.’
Rafael Nadal and Bacardi Limited together will spread the important message of responsible drinking to consumers through a global multi-faceted communications campaign. The campaign will utilize advertising, public relations, consumer experiential initiatives and social media platforms. This also includes a dedicated YouTube channel and, for the first time, a ‘Champions Drink Responsibly’ Facebook page to inform and engage consumers about responsible drinking and their personal choices.
«I enjoy socializing with my friends and family and drinking responsibly is important no matter what your game is. That is why I’m teaming up with Bacardi Limited as I want to take the lead in promoting social responsibility to fans and consumers around the world,» said Rafael Nadal.
The new round of «Champions Drink Responsibly» global advertising campaign shot by internationally acclaimed photographer Nadav Kander features Rafael Nadal educating consumers about responsible drinking. In the lead visual, Nadal holds his racquet over a cocktail glass accompanied by the message, ‘I’d always tell my friends where the line is.’
Bacardi Limited will soon be announcing details of the next phase of ‘Champions Drink Responsibly’ as it will be staging a number of events with Rafael Nadal around international tennis tournaments, including Madrid, Wimbledon, and the U.S. Open.
‘Champions Drink Responsibly’ was launched in April 2008 in Brussels, Belgium. The campaign’s first Global Social Responsibility Ambassador was seven-time Formula One World Champion Michael Schumacher. Together, Bacardi Limited and Michael Schumacher promoted the message that ‘Drinking and Driving Don’t Mix’ to consumers worldwide. Since 2008, the campaign has engaged more than 37 million consumers throughout the world through digital and traditional media activation.