Bacardi Limited, the largest privately held spirits company in the
world, today launches its Champions Drink Responsibly corporate
responsibility campaign featuring seven-time Formula 1(TM) 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.
"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 first phase of the Champions Drink Responsibly campaign
featuring the broadcast and print advertising will be unveiled today
at the Autoworld Museum in Brussels by Michael Schumacher and Bacardi
Limited with additional international and regional consumer campaign
elements rolling out during the next two years.
"I am eager to spread the message that drinking and driving don´t
mix. It is a topic that I feel strongly about and it builds upon my
work in the area of road safety," said Michael Schumacher, Bacardi
Limited Global Social Responsibility Ambassador. "I congratulate
Bacardi Limited on taking the initiative to help raise awareness among
drivers around the world on this issue."
"The campaign from Bacardi Limited to promote responsible drinking
is very timely as the industry is actively seeking to work in
partnership with national governments to highlight the issue of drink
drive or drinking and driving as it´s called in some parts of the
world," added Gembler.
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. The
European Road Safety Charter provides tangible contributions to
increasing road safety in Europe with the aim of halving the number of
traffic fatalities on European roads by 2010.
The Champions Drink Responsibly campaign will be rolled out
initially across 40 countries. The advertising campaign featuring
Michael Schumacher will be available in 15 and 20 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."
The elements of the campaign, as well as a behind-the-scenes video
of the making of the ads, may be found on
www.championsdrinkresponsibly.com and www.bacardilimited.com.
Appointing such an internationally-known figure as Michael
Schumacher as the Bacardi Limited Global Social Responsibility
Ambassador further highlights the Company´s dedication to educating
consumers about responsible drinking. As a Formula One World Champion,
Schumacher knew his limits on and off the track; and since retiring in
2006 he has become heavily involved in road safety initiatives
including the ´Commission for Global Road Safety´ and the FIA
(Federation Internationale de L´Automobile) Foundation´s ´Make Roads
Safe´ campaign.
The Champions Drink Responsibly campaign will be supported in many
local markets where Bacardi is able to run relevant local initiatives
targeted at consumers.
Notes to Editors
-- More information can be found at
www.championsdrinkresponsibly.com and www.bacardilimited.com.
-- In the United States and Canada, Bacardi will be running a
similar program entitled "Drink Responsibly". Details can be
found at www.bacardilimited.com.
-- Photography and b-roll are available from The NewsMarket
(www.thenewsmarket.com) or upon on request, please contact a
member of the media team listed below for further details.
-- Bacardi Limited has a pioneering heritage in promoting social
responsibility messages - its first campaign taking place in
Mexico in 1931. Since then, the Company has created some
widely respected social responsibility initiatives - in the
1970´s with its two decade running U.S. campaign "Bacardi
mixes with everything, except driving" program and its
successful "Driver´s Corner" in Germany and Austria, as well
as its current "Whatever Your Reason" television campaign in
the United States personalizing the responsibility message to
touch adult consumers about the different reasons they have
for drinking responsibly -- those people they are closest to
-- and reinforces the strength of strong relationships when it
comes to smart decision making.
About Bacardi Limited
Bacardi Limited, the largest privately held spirits company in the
world, produces and markets a variety of internationally recognized
spirits. Bacardi Limited´s brand portfolio consists of more than 200
brands and labels including: BACARDI(R) rum, the world´s number-one
selling rum; GREY GOOSE(R) vodka, the world-leader in super premium
vodka; DEWAR´S(R) Scotch whisky, the number-one selling blended Scotch
whisky in the United States; BOMBAY SAPPHIRE(R) gin, the
fastest-growing gin in the spirits industry; CAZADORES(R) blue agave
tequila, one of the top-selling 100 percent blue agave tequilas
worldwide; MARTINI(R) vermouth, the world-leader in vermouth; and
other leading brands. For more information, visit
www.bacardilimited.com.
About Michael Schumacher
Michael Schumacher is the seven-time FIA Formula 1(TM) World
Champion, considered, according to the official Formula 1(TM) website,
"statistically the greatest driver the sport has ever seen." In 2006
Michael Schumacher retired from racing on a high, challenging until
the final race for an 8th title, which he didn´t secure. Schumacher
decided to continue his association with Scuderia Ferrari by becoming
a consultant.
Schumacher holds many records in Formula 1(TM), including most
drivers´ championships, race victories with 91, fastest laps, pole
positions, points scored and most races won in a single season.
Schumacher is the first and only Formula 1(TM) driver to have an
entire season of podium finishes (2002).
About the European Road Safety Charter
The European Road Safety Charter is an appeal and a driving force
for all civil society organizations to provide a tangible contribution
to increasing road safety in Europe. It is a forum and a platform for
the signatories to exchange experiences and new ideas - across
national borders - in their efforts towards greater safety on European
roads. It is a manifestation of the responsibility that all
stakeholders assume in order to achieve the common goal: halving the
number of traffic fatalities by 2010.
http://www.paueducation.com/charter/
