drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Champions Drink Responsibly”
COUNTRY Austria
TIMING 2008 > 2011
THEME
Drink-driving

CONTRIBUTOR

  • Bacardi-Martini
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OBJECTIVE

  • To raise awareness of the dangers of drink-driving.
  • To promote safe and responsible consumption.
  • To drive consumer engagement with the issue of responsible drinking. 
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DESCRIPTION OF THE INITIATIVE

  • Leaflets were handed out during events in order to spread the campaign's key "drinking and driving don't mix" message.
  • A multiple choice quiz competition was run in 2008.  Those answering correctly were entered into a prize draw.  The winners spent 13 May 2009 at Ascari Race Resort with Michael Schumacher as their designated driver.
  • A new film was launched in November 2009 to illustrate that "Mixology Drinking & Driving Don't Mix".
  • In March 2011, Raphael Nadal, replaced Michael Schumacher as face of the campaign.  He appeared in advertising with the messages "I try to beat everyone at tennis not at drinking" and "I'd always tell my friends where the line is."
  • In November 2011, a Facebook virtual reality game was launched called “Ace Rafa”.  Consumers were invited to play a match against the tennis champ using RoboServ3000, a 12-foot tall robot, for a chance to battle Rafa on the court in Mallorca, Spain in 2012.
  • For more information on this initiative see Europe/Champions Drink Responsibly.
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IMPACT

  • In 2011, one prize winner from Austria was selected by an independent adjudicator.
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