25th February, 2013 by Rupert Millar
Tennis star and Bacardi ambassador Rafael Nadal is heading the company’s latest responsible drinking campaign in Mexico.
Ahead of the Mexican Open (which begins today, 25 February), Nadal has been promoting Bacardi’s “Champions’ Party” campaign, which is part of the group’s long-running responsible drinking initiative (“Champions Drink Responsibly), and the new “Rafa’s Champion Mix” mocktail.
The campaign launched at the Fairmount Princess Hotel in Acapulco and is designed to encourage young Mexicans to drink responsibly by planning their nights out, choosing quality over quantity, looking out for their friends and making sure everyone gets home safely.
“It is my goal to encourage people in Mexico and all over the world to enjoy drinking responsibly,” said Nadal.
“I enjoy sharing the ‘The Champion’s Way’ four easy actions and making great mocktails. I am also looking forward to getting back on the court next week at the Mexican Open, as the fans here have always been very supportive of me.”
Bacardi’s regional president in Latin America, Paolo Perego, added: “Bacardi chose Rafael Nadal as an inspirational tennis icon who embodies the values of the ‘Champions Drink Responsibly’ campaign. We are convinced that together we can communicate the importance of responsible drinking to legal drinking age consumers in Mexico.”
“We are proud that Bacardi launched its first social responsibility advertising campaign in Mexico more than 80 years ago. The core message of drinking responsibly remains as the foundation, but in 2013 we are utilizing ‘Champions Drink Responsibly’ social media channels to get the message across in a fun and engaging way.”
Also part of the campaign is the chance to win tickets to a one-off party hosted by Nadal and featuring top DJs and Bacardi mixologists making cocktails and mocktails.
Nadal is just one of many champion sportsmen currently acting as ambassadors to major brands, rival tennis icon Roger Federer was recently signed up to be the face of Moët & Chandon, while golf star Nick Faldo is the face of Glenmorangie.