Bacardi has signed up tennis star Rafael Nadal to replace Michael Schumacher as its global social responsibility ambassador. Schumacher's three-year deal with Bacardi concluded at the end of 2010.
Bacardi's 'Champions Drink Responsibly' campaign, created by 23red, runs across advertising, PR, experiential and social media.
This also includes a YouTube channel and, for the first time, a 'Champions Drink Responsibly' Facebook page.
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