drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Champions Drink Responsibly”
COUNTRY Spain
TIMING 2009 > 2009
THEME
Drink-driving

CONTRIBUTOR

  • Bacardi-Martini
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OBJECTIVE

  • To raise awareness about the dangers of drink-driving and spread the "drinking and driving don't mix" message.
  • To remind consumers that there are several responsible options when they go out for a drink - like using a designated driver, public transport or taking a taxi.
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DESCRIPTION OF THE INITIATIVE

  • Campaign leaflets containing key "Champions Drink Responsibly" information are distributed in the on-trade.
  • In 2008 a competition to win the chance of Michael Schumacher acting as their designated driver at the Ascari Race Resort in Spain in May 2009 was ran promoted via the GQ Spain magazine and the RACE Automobile Association website.
  • In November 2009 a new viral film was launched to illustrate that "Mixology Drinking & Driving Don't Mix".
  • Raphael Nadal, has faced the campaign since March 2011. He appears 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 win the grand prize to meet Rafa and battle him toe-to-toe on the court in Mallorca, Spain in 2012.
  • For more information see Europe/Champions Drink Responsibly.
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IMPACT

  • 100,000 people took part in the free prize draw which was run in GQ Spain.
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