I arrived in Mexico City last week, and was amazed to see the amazing campaign Bacardi launched in Mexico. Buses, flyers, TV spots, and posters around the city have been placed trying to promote responsible drinking.
As part of the global campaign Champions Drink Responsibly, Bacardi is making it possible for fans to have a day in the player’s hometown, Mallorca, and make it possible for them to play with the tennis superstar.
The campaign includes a You Tube channel and a Facebook page that informs consumers about responsible drinking and the choices they make. Nadal relates to the audience as he goes through the challenges of being young and wanting to have fun.
Being one of the most successful and charismatic athletes worldwide, the attention and interest any of his campaigns gather, most of all in the Spanish speaking countries is amazing. A lot of young people are inspired by his work inside and outside of the tennis courts. In Mexico, his campaign has reached everyone, because it is almost impossible to go out on the most important streets of the main cities and not see the promotional adds placed everywhere, and for everyone to see.
It is very interesting to see the approach that Bacardi has chosen for the last years, since becoming publicly responsible about informing the consumers about the effects alcohol has in them, and choosing athletes to promote this cause. It is an idea that has convinced several sportspeople to be involved in a campaign that, while promoting a product, such as alcohol, it is also making people understand the problems that may turn an excess in consumption into a serious problem, in this case alcoholism.
Rafael Nadal is now part of many industries, as his endorsement deals go from Emporio Armani to Babolat and Nike, but it has shown the public, through Bacardi, a more human and normal side of a regular young person that has fun when he is not in working hours.
Written by: Alejandra Diaz Valdes
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