Privately owned spirits company Bacardi Limited has been awarded best international communication for its 'Champions Drink Responsibly' campaign.
The European Excellence Awards 2008, held in Budapest, recognise international campaigns in terms of innovation, creativity, cost-efficiency and results.
Bacardi launched 'Champions Drink Responsibly,' its first global social responsibility campaign, in January 2008 across 40 markets. The company appointed seven-time Formula One™ world champion Michael Schumacher as the ambassador and the campaign also received high-level political endorsement by the EU Transport Commission when Bacardi Limited signed the European Road Safety Charter as part of the programme.
In November, Bacardi launched the next phase of the campaign – the opportunity to be in the passenger seat next to Michael Schumacher. In May 2009, the Formula One™ world champion will drive twenty-eight adult consumers from select markets around the world on a race track circuit to raise awareness about the importance of responsible drinking and knowing that drinking and driving don't mix. The promotion aims to encourage drivers to know the options available to them to avoid drinking and driving such as using public transportation, taking a taxi, designating a driver, or drinking non-alcoholic cocktails if they must drive.
Bacardi president and chief executive officer Séamus McBride said: " We strive to continually develop innovative programs to educate consumers in an effort to reduce alcohol harm."