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COUNTRY European Union
TIMING 2008 > 2010
- To raise awareness of responsible alcohol consumption.
- To provide information on the harmful effect of alcohol abuse, product related ingredients and nutritional information.
DESCRIPTION OF THE INITIATIVE
- The consumer information website was launched in April 2009 and aimed to make a consumer awareness information tool accessible regarding key Bacardi brand information and responsible drinking information such as the effects of alcohol on the body, when not to drink and drink-driving.
- It provided additional information for consumers to aid them in making informed choices about Bacardi products which due to the volume of information could not be communicated on product or packaging.
- The website's content was continually reviewed and updated to ensure consumers had up to date product information.
- 500 people viewed the website from December 2009 until December 2010.