Commitment details

Information about the commitment

Submission number 1333698244582-1510
Submission date
  • 06-Apr-2012
Owner of the commitment Bacardi Martini
Name of the organisation's representative in the forum Mr Chris Searle
Name of the affiliated Umbrella Organisation or Federation CEPS
Title of the commitment Bacardi Limited Champions Drink Responsibly
Commitment summary To drive consumer re-appraisal and engagement with the responsibly drinking issue and communicate messages advising consumers of the benefits of drinking alcohol in a responsible manner.

The Champions Drink Responsibly project is an integrated communication and engagement campaign that combines multi-stakeholder communications via advertising, consumer engagements, public relations, and digital.
To drive campaign engagement to our primary audience of LDA - 35 years old Bacardi Limited has teamed up with Rafael Nadal as the Bacardi Limited Global Social Responsibility Ambassador and the figure head of the Champions Drink Responsibly campaign. Rafael Nadal is committed to supporting the educating of people to drink responsibly and as one of the most famous tennis players in the world (10 Time Grand Slam Winner) is an ideal role model and fit for the campaign.
Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment

Contact Point

Contact name Chris Searle
Organisation Bacardi-Martini Corporation
Title/Position International Affairs & Global CSR Director
Address
Bacardi-Martini Limited, Kingsworthy
SO23 7TW Winchester
Other
Tel 441962762100
Fax
Email CSEARLE@BACARDI.COM
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point

Information about the commitment

Background to the commitment (if any) The Champions Drink Responsibly project was launched in April 2008 at the Autoworld Museum in Brussels. The launch was attended by Michael Schumacher, who was then the Bacardi Limited Global Social Responsibility Ambassador and Jacques Barrot, then EC Vice-President and Commissioner for Transport. Michael Schumacher was the face of the Champions Drink Responsibly campaign for 3 years.

Past Champion’s activity has focussed on the issue of drinking and driving and we were proud to have 7-Times Formula 1TM World Champion, Michael Schumacher, as our ambassador.In January 2011 Rafael Nadal (10Time ATP Grand Slam Winner and Olympic Gold Medal Holder) took over from Michael Schumacher as Bacardi Limited Global Social Responsibility Ambassador and the face of the Champions Drink Responsibly campaign.
Priority areas
  • Develop information and education programmes on the effect of harmful drinking
Baseline The base line for this committment is the start of the Champions Drink Responsibly campaign which was launched in 2008 with the Bacardi Limited Global Social Responsibility Ambassador Michael Schumacher which ran for two years.
Start date Jan-2012
End date Dec-2013
Expected interim date
  • 01-Mar-2013
Final report date
  • 01-Mar-2014
Member states
  • Austria
  • Belgium
  • Germany
  • Spain
  • Spain
  • France
  • Italy
  • Netherlands
  • United Kingdom
Other concerned countries

Commercial communication

Target
Tool
Description The Champions Drink Responsibly communication and engagement tools include the following: Digital Print and Outdoor Video and film Global and local promotions • website - championsdrinkresponsibly.com • YouTube - youtube.com/bacardiltdchampions • Facebook - facebook.com/championsdrinkresponsibly • Champions Drink Resposibly Bar - promoting non-alcoholic cocktails • Promotional events and on-trade communications

Consumer information

Target
  • LDA-35 year olds
Tool
  • Mix of tools/measures
Description

Counseling

Target
Tool
Description

Education

Target
  • LDA - 35 year olds
Tool
  • And other digital Channels - Facebook
  • web sites
Description The Champions Drink Responsibly communication and engagement tools include the following: • website - championsdrinkresponsibly.com • Facebook - facebook.com/championsdrinkresponsibly

Media

Target
  • LDA - 35 year olds
Tool
  • Digital, Print, Outdoor and Experintal activation
Description The Champions Drink Responsibly PR communication and engagement tools include the following: Digital Print and Outdoor Video and film Global and local promotions Promotional events and on-trade communications

Youth involvment

Target
Tool
Description

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives Bacardi Limited is committed to driving positive consumer engagement to tackle issue of irresponsible consumption in Europe via the Champions Drink Responsibly in order to deliver a high level of consumer awareness of the risks associated with irresponsible consumption. The objective of the commitment is to communicate and engage with 300,000 LDA - 35 year olds in Europe and inform and encourage them to drinking responsibly.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) Raising the level of awareness to LDA - 35 Year olds to not drink alcohol irresponsibly. The Champions Drink Responsibly project contributes to the aim of the forum to prevent alcohol related harm.

Input indicators

Number of people involved 10 plus local market resource support
Time spent (Man/hours)
Cost (please indicate in €)
Other

Information on monitoring

Number of people reached 300,000
Number of people in the target group reached 300,000
Number of participants in different activities
Web site visitors 25,000
Number of products
Number of pamphlets/adverts Individual market PR activation across multiple channels
Established number of contacts
Other Number of "Likes" on CDR Facebook 100,000

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • Internal evaluators
Type of methodology
  • Media surveys

Details about the monitoring report

Title of the commitment
Bacardi Limited Champions Drink Responsibly
Name of the Forum member organisation owning the commitment
Bacardi Martini
Name of the Forum member organisation owning the commitment
Bacardi Martini
Is this a report for an ongoing commitment or a final report?
FINAL
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
2012-2013
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Wilson, Frederick III
Sr. V.P. External Affairs & Corporate Responsibility
Bacardi-Martini Inc.
2701 LeJeune Road
Coral Gables, Florida 33143
USA

fjwilson@bacardi.com
Commitment summary (based on summary given in original commitment form):
To drive consumer re-appraisal and engagement with the responsible drinking issue and communicate messages advising consumers of the benefits of drinking alcohol in a responsible manner.

The Champions Drink Responsibly project is an integrated communication and engagement campaign that combines multi-stakeholder communications via advertising, consumer engagements, public relations, and digital.
To drive campaign engagement to our primary audience of LDA - 35 years old Bacardi Limited has teamed up with Rafael Nadal as the Bacardi Limited Global Social Responsibility Ambassador and the figurehead of the Champions Drink Responsibly campaign. Rafael Nadal is committed to supporting the educating of people to drink responsibly and, as one of the most famous tennis players in the world (10 Time Grand Slam Winner), is an ideal role model and fit for the campaign.
Web site/s relating to the commitment
The campaign web site is: www.championsdrinkresponsibly.com

The main channel for communications is the campaign Facebook page: www.facebook.com/championsdrinkresponsibly

Other digital channels include;

The campaign Instagram page: https://instagram.com/bacardichampions/

The campaign YouTube page: https://www.youtube.com/user/bacardiltdchampions

The campaign 'MixLab' page, offering users delicious alternatives to alcoholic cocktails called Mocktails: http://www.championsmixlab.com/en/
Description of the implementation of the commitment
In 2012 and 2013, the commitment was implemented through the following activities in Europe (additional activities took place outside Europe):

Ace Rafa

A Champions Drink Responsibly campaign promotion was launched to reward champion behaviours amongst our fans and to encourage responsible drinking. This promotion was called Ace Rafa.
Over 970,000 people in Europe engaged with the promotion and over 9,000 people in Europe entered. 19 markets in Europe (Austria, Belgium, Bulgaria, Germany, Denmark, Estonia, Spain, Finland, Great Britain, Greece, Italy, Lithuania, Luxembourg, Latvia, Malta, Netherlands, Portugal, Romania, Sweden) supported the promotion.
There were 22 media hits in the EU for the promotion.
20 winners and a friend were selected as winners and attended the live Ace Rafa event in Mallorca in July 2012. Of these 20 winners, 7 were from EU member states.

Barcelona Media Event
A Champions Drink Responsibly media event was held in Barcelona and was attended by over 36 EU media outlets who communicated about the campaign and responsible drinking across both traditional and digital communications channels.

Local Market Activation
In Europe, local Bacardi markets activated the Champions Drink Responsibly campaign with various activities which reached local people and engaged with them about responsible drinking: These countries include: Austria, Belgium, Bulgaria, France, Germany, Denmark, Estonia, Spain, Finland, Great Britain, Greece, Italy, Lithuania, Luxembourg, Latvia, Malta, Netherlands, Portugal, Romania and Sweden.
Overall, there were 85 EU media hits for the Champions Drink Responsibly campaign in 2012.

Monaco Press Event
Ahead of the Monte Carlo Masters, Champions Drink Responsibly hosted an event fronted by Rafael Nadal and attended by over 41 EU media outlets. The event was used to launch the 'T-Sign app' which had recently been built into the Champions Drink Responsibly Facebook page. The app allowed users upload images of themselves doing a 'T-Sign' demonstrating how they pace themselves when they drink. At the end of the year the app had over 40 submissions from European consumers.

The Champions Party

A Champions Drink Responsibly promotion 'The Champions Party' was launched in February 2013, offering people who could demonstrate champion drinking behaviours the opportunity to go to a party hosted by Rafael Nadal in Majorca. Over 2,000,000 people engaged with 'The Champions Party' content. 26 markets throughout Europe participated, and over 25,000 people entered. This was the first promotion to be accessible by mobile devices, capitalising on Champions Drink Responsibly's growing social media audience.

Digital Communications

In addition to a high number of likes/fans on the campaign Facebook page (see Output indicators section below for more details), the campaign Facebook page showed a low churn rate (0.87% on average). In July 2013 Champions Drink Responsibly launched an official Instagram page, expanding the Champions Drink Responsibly presence on social media posting exclusive content of ambassador Rafael Nadal relaying responsible drinking messages. The page enjoyed support from over 200 European fans in just 5 months.
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
As set out in the section above, Facebook, media and promotions were used to communicate and engage with the LDA-35 year olds on responsible drinking. Champions Drink Responsibly's Facebook European fan base grew by over 250,000 fans, with over 375,000 European fans showing their support for the campaign by 'liking' the official page in December 2013. The reach of the campaign continued to grow and grow, with added interest generated by campaigns such as Ace Rafa and The Champions Party. Throughout 2012 and 2013 Champions Drink Responsibly's responsible drinking messages reached over 200,000,000 European consumers on Facebook alone, through a combination of organic and paid for advertising.

The Champions Drink Responsibly YouTube channel began consistently uploading content educating consumers about responsible drinking, building on the success of the viral video of Michael Schumacher. By the end of 2013, the channel had over 100,000 views from a European audience.
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
Champions Drink Responsibly is a campaign that aims to educate and inform our customers of the best ways to enjoy drinks responsibly. It gives them a set of simple behaviours to follow to make every night out a Champion night. This is called the "Champions Way" and consists of the following steps:

HAVE A PLAN
Know where the night starts and agree to meet up
When you're out for a drink it's always good to eat
A taxi? The train? The bus? Before you go out, plan how you're getting back

PACE YOURSELF
It's not about drinking quantity, it's about enjoying quality
Slow down and take a 'Time Out' by ordering one of our Mocktails (non-alcoholic cocktails) to keep in the party spirit
With every alcoholic drink, why not order some water on the side?

STAY TOGETHER
Make sure no one is left behind at the end of the night
Keep your friends' mobile numbers to hand if someone gets separated
Inviting friends home for drinks? Make sure they get home safe

DRINKING & DRIVING DON'T MIX
Take it in turns with friends to be the designated driver
Forget the car and take the bus or train
If you're driving, stick to soft drinks
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
Six Bacardi employees and six external agency staff worked on the campaign.
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
More than 375,000 Facebook likes / fans were achieved in the EU, an increase of over 250,000 in the two years.
Visits to the website increased by over 35,000 throughout the two years - up to 80,000 at the end of the year. The main focus, however, is on the Facebook page rather than on the website, through which Champions Drink Responsibly messaging reached over 200,000,000 people.

4 events were hosted in Europe during 2012 and 2013, all fronted by ambassador Rafael Nadal and attracted significant media interest throughout Europe.
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
N/A
Medium term
N/A
Long term
N/A
Other
N/A
Evaluation details (tools and methods used, internal or external evaluators...)
N/A
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
N/A
Dissemination (How were the results of the commitment disseminated?)
N/A
References to further information relating to the monitoring of the commitment
N/A
Attachments