Bacardi Limited is one of the world’s largest spirits companies. Faced with a changing social and political environment, Bacardi Limited identified the need to promote responsible behaviour and educate its consumers about consumption of its products.
Our challenge was to identify an ownable responsible-drinking territory and create a compelling campaign that both addressed a consumer need and also remained true to the corporate brand’s image and heritage.
This was not only Bacardi Limited’s first global CSR campaign, but the first consumer-facing campaign of any kind in Bacardi Limited’s 146-year history. As a result, an entirely new executional style and brand personality was developed. Michael Schumacher, seven-time Formula One™ racing champion, became the first-ever Bacardi Limited Social Responsibility Ambassador, when we launched its social responsibility campaign “Champions Drink Responsibly.”
Project completed at 23red.