CorpComms Magazine

The world's number one ranked tennis champion Rafael Nadal is teaming up with Bacardi to be the new face of their 'Champions Drink Responsibly' campaign.

Séamus McBride, president and chief executive of Bacardi, the world's largest privately owned spirits company, said Nadal had been chosen because his 'lifestyle and dedication reflects the values of our company and this campaign'.

Nadal and Bacardi aim to join forces to create a global communications campaign that will spread the essential message to consumers of drinking responsibly. Apart from the more traditional methods of communication, social media will play a fundamental role.

The campaign has created a Facebook page that aims to connect with consumers to drive home the message of making the right choices in terms of responsible drinking.

Nadal, who has won nine Grand Slam titles, emphasised that socialising and having fun is important but that drinking responsibly is key, and why he wants to 'take the lead in promoting social responsibility to fans and consumers around the world'.

World record breaker and Formula One driver Michael Schumacher, was the former ambassador for the drink responsibly drive. Entering into its fourth year, McBride said: We are very excited to welcome Rafa to the Bacardi family', adding: 'His global appeal makes him the perfect champion and role model'.

Achieved amazing results with digital campaigns? Click here for more info on the CorpComms DigiAwards.

share me: del.icio.us | digg | reddit | Tweet