Bacardi has unveiled a global tie-up with tennis champion Rafael Nadal as its newest ambassador to educate consumers about responsible drinking.
Nadal, winner of nine Grand Slam titles, will lead the spirits company’s responsible drinking campaign, “Champions Drink Responsibly.”
The campaign, created by 23red, will include advertising, PR, consumer experiential and social media initiatives. This will include a YouTube channel and a “Champions Drink Responsibly” Facebook page to inform and engage consumers about responsible drinking and their personal choice.
Chief executive Seamus McBride says:“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. We are now building into the fourth year of the “Champions Drink Responsibly” campaign having launched with Michael Schumacher and we are delighted that Rafael has agreed to carry forth our campaign for the next few years.”
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.