Bacardi, a privately held spirits company, announces tennis champion Rafael Nadal as the new Bacardi Limited Global Social Responsibility Ambassador.
The ATP World Tour #1 ranked Rafael Nadal now leads the company’s responsible drinking campaign, “Champions Drink Responsibly.”
Rafael Nadal and Bacardi together will spread the 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 YouTube channel www.youtube.com/user/bacardiltdchampions and a “Champions Drink Responsibly” Facebook page to inform and engage consumers about responsible drinking and their personal choices, www.facebook.com/ChampionsDrinkResponsibly.
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“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.
Winner of nine Grand Slam titles, Rafael Nadal was introduced by Bacardi Limited president and CEO Séamus McBride at the global launch event in Miami on March 22.
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In the Frank Gehry-designed setting of the New World Symphony space at the New World Center in Miami Beach, Bacardi premiered its new “Champions Drink Responsibly” global advertising campaign.
The advertising, shot by 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.”
“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 and Michael Schumacher promoted the message that ‘Drinking and Driving Don’t Mix’ to consumers worldwide.