BACARDI

BACARDI launched its “Champions Drink Responsibly” corporate responsibility campaign featuring seven-time Formula 1 World Champion and Bacardi Limited Global Social Responsibility Ambassador Michael Schumacher.  The high-profile, multi-faceted program includes advertising, consumer engagements, public relations, and digital media to assist Bacardi Limited in raising awareness about responsible drinking with a focus on communicating an international ‘drinking and driving don’t mix’ social responsibility message.  The first phase of the campaign features the broadcast and print advertising at the Autoworld Museum in Brussels with additional international and regional consumer campaign elements rolling out during the next two years.  The campaign will be rolled out initially across 4O countries.  The advertising campaign featuring Michael Schumacher will be available in 15 and 2O second lengths for television, cinema and online media.  The broadcast message from Michael says, “When I go for a drink, my car stays at home.”  In addition, there will be a print campaign featuring different statements from Michael including “A word of advice if you are going out tonight.  Taxi.”