Schumacher promotes responsible drinking
Hamilton, Bermuda, June 22, 2009 – Bacardi Limited Social Responsibility Ambassador and seven-time Formula One™ world champion Michael Schumacher has appeared as a guest on the first episode of the new season of the world renowned auto television show Top Gear. After doing a ‘power lap’ in a Ferrari FXX, Schumacher was then interviewed in the studio and talked about his involvement in the “Champions Drink Responsibly” campaign. “This was my first time on the show and I had a lot of fun! The programme obviously has global recognition, with a potential audience of more than 350 million people, so I was delighted to get the chance to talk about the work I do for the Bacardi Limited “Champions Drink Responsibly” campaign,” said Mr. Schumacher. “My goal is to reach more people to remind them that drinking and driving don’t mix.”
Schumacher has been promoting the award-winning “Champions Drink Responsibly” campaign which launched in April 2008 and has touched millions of adults worldwide. Bacardi Limited, the largest privately held spirits company in the world, and Michael Schumacher, the most successful Formula One™ driver of all time, teamed up for this responsibility campaign because both share a passion for raising the level of awareness of the potential dangers of drinking and driving and wish to promote alternatives such as taking a taxi, choosing public transportation or designating a driver.
Séamus McBride, President and CEO of Bacardi Limited, added, “Top Gear, which draws both car and driving enthusiasts, is the ideal place to remind adult consumers that they can have fun, but do so responsibly. Our campaign is international, so we are delighted that Michael was able to talk about it on the show.”
Last month, Bacardi Limited hosted an event featuring Schumacher at the exclusive Ascari Race Resort in Spain. There, Schumacher was the designated driver for 30 lucky winners from around the world who were rewarded for engaging with the “Champions Drink Responsibly” campaign online at www.championsdrinkresponsibly.com.
The “Champions Drink Responsibly” social responsibility campaign includes television, print and on-line advertising that features Michael Schumacher and public relations and promotional activity in more than 35 markets. The campaign advertising delivers the key messages that “Drinking and Driving Don’t Mix”, “A word of advice if you’re going out tonight. Taxi”, “When I go out for a drink someone else does the driving”, and “When I go out for a drink the car stays at home”.
Bacardi Limited was awarded best International Communication for the “Champions Drink Responsibly” campaign at the European Excellence Awards 2008. The European Excellence Awards honor the most outstanding achievements of communications professionals on an international scale for best campaign strategy, innovation, creativity, cost-efficiency and results.
For more information on the campaign, please visit www.championsdrinkresponsibly.com
Grapefruit Graphics were responsible for branding 1 car at Ferrari HQ in Slough, UK and 2 further cars at the Ascari race track in Spain. The branding consisted of vinyl decals applied to the body, windscreens and interior of the vehicle. The car in Slough also needed to have its interor covered in plastic and faux leather to protect it from a very messy and wet Top Gear challenge.