Bacardi Announces New Ambassador

Bacardi Limited, the largest privately held spirits company in the world, has announced World tennis number one Rafael Nadal as its new Global Social Responsibility Ambassador.

The nine-time Grand Slam winner will now head the company’s campaign to promote responsible drinking.

The campaign will utilize advertising, public relations, consumer experiential initiatives and social media – including a YouTube channel and Facebook page dedicated to the campaign.

Nadal said: ‘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’.

Shot by international photographer Nadav Kander, the advertising 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’.

Bacardi Limited president and CEO Seamus McBride said: ‘Rafael Nadal is a world champion at the top of his game whose lifestyle and dedication reflects the values of our Company and this campaign’.

‘His global appeal makes him the perfect champion and role model to help us continue to spread the message that we should all know ‘where to draw the line’ when it comes to drinking’.

The company launched the ‘Champions Drink Responsibly’ campaign in April 2008, headed by Formula One racing driver Michael Schumacher, who promoted the message ‘Drinking and Driving Don’t Mix’.

McBride added: ‘We are delighted that Rafael has agreed to carry forth our campaign for the next few years’.

‘Drinking responsibly is an enjoyable part of one’s social life and we expect legal drinking age consumers will continue to engage with the campaign’s important message and become champions for responsible drinking themselves by having a plan, choosing quality over quantity, looking out for their friends and ensuring everyone arrives home safely’.

Since 2008, the campaign has engaged more than 37 million consumers throughout the world through digital and traditional media activation.