Bacardi (Thailand) Limited, a subsidiary of the world’s leading premium spirits company, Bacardi Limited, aims to demonstrate its commitment to social responsibility by raising consumers’ awareness about responsible drinking.
Bacardi is taking a new approach to highlight this serious subject through the recently-launched TV advertising campaign called “Whatever Your Reason.” The television ad personalizes the responsibility message and aims to touch all legal-age consumers about the different reasons they have for drinking responsibly – those people they are closest to – and reinforces the strength of relationships when it comes to smart decision making.
Bacardi Thailand realizes the serious social issue of the drunk driving problem. The company is taking an active step to raise public awareness of this issue while supporting the government’s national road safety campaign, particularly during the Songkran Festival when millions of Thai people will travel back home or on holiday. The 30-second TV ad serves as a timely reminder to drink responsibly and will run from April 1, 2008, throughout the Songkran Festival.
“As a leading international spirits company, it is our responsibility to help people in our society to make the right choices and be safe. We want to deliver the critical message that drinking and driving is not a good mix. For this reason, we are taking an initial approach to talk to consumers about responsible drinking. Thai people are warm and gentle. They really care about family, friends and the people they love, and all these are being portrayed in the television ad, which can easily touch their hearts to make them feel the need to drink responsibly. This will be the first initiative in Thailand that is in concert with our global commitment to corporate social responsibility and will be followed by an upcoming global campaign by Bacardi Limited,” said Johnny K.Y. Lai, Managing Director of Bacardi (Thailand) Limited.
About Bacardi (Thailand) Limited
Bacardi (Thailand) Limited is subsidiary of Bacardi Limited - the largest privately-held spirits company in the world, producing and marketing internationally-recognized brands including Bacardi, Martini, Dewar’s, Bombay Sapphire and Grey Goose. The company is committed to running its business in a responsible manner and is engaged in promoting responsible drinking to consumers and the public.
For further information, please contact:
Jaruwan or Satida
Aziam Burson-Marsteller
Tel. 0 2252 9871
Click for photo release at www.thaipr.net