SBD/March 23, 2011/Marketing and Sponsorship

Bacardi Signs Rafael Nadal As Global Social Responsibility Ambassador

Nadal will be featured in ads, PR, consumer experiential initiatives and social media
Bacardi Limited has signed tennis player Rafael Nadal as its newest global social responsibility ambassador, leading the spirits company’s responsible drinking campaign, “Champions Drink Responsibly.” The campaign will feature Nadal in ads, PR, consumer experiential initiatives and social media, including a YouTube channel and for the first time a “Champions Drink Responsibly” Facebook page (Bacardi). In Miami, Elaine Walker reports with Nadal as the new ambassador, the “messaging will focus on urging consumers to be a champion by looking out for their friends.” In one of the first ads, Nadal “emphasizes the importance of knowing when you and your friends have had enough to drink.” The ad shows Nadal “holding his tennis racquet over an empty spirits glass” with the message, “I’d always tell my friends where the line is.” A second ad depicts Nadal urging consumers "to enjoy drinking in moderation, emphasizing that quality is what’s important, not quantity.” Nadal is shown holding his hands up in a “Time Out” sign next to an almost finished drink, with the ad including the slogan, “I try to beat everyone at tennis, not at drinking.” Bacardi’s "Champions Drink Responsibly" campaign was initially launched in April ‘08 featuring F1 driver Michael Schumacher as the first ambassador (MIAMI HERALD, 3/23).
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