Bacardi, The Cuban rum brand has announced that the number one tennis player of the world Rafael Nadal will be the embassador of it campaign of responsible consumption instead of hte ex F1 world champion Michael Schumacher calles "Champions drink responsibly".
The campaign will use inicitaives as consumer experience, social networks and a youtube channel to inform and adivse consumers about the consequences of consuming alcohol.
In a world saturated of rum brands how can this campaign affect Baccardi?
People like to see actors in decadence as Charlie Seen, (fired from his own show for drinking too much and taking drugs), Tigter Woods or Mikey Rourke in the end of 90's just to forget their problems, or just for simple envy, but sport star image is key nobady likes a world champion who just practice his sport all the day just to be the best the same as nobady would like an alcoholic one, people like to feel that anyone can get to the top of the sports they like, that if they go to a bar maybe they can find their star having some beers with his friends; thats the way they make us see Nadal on the ad as someone who could drink but never risk other lives for doing that.
If you don't know anything about rum and you want to try one, what will you take? some rum you've never heard about, or the rum that you see Nadal is promoting?
Really smart campaign by Baccardi
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