Bacardi launches 'Champions Drink Responsibly' campaign with Schumi

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™ 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.”

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.