Bacardi - Global Issues Campaign
Company: Bacardi Limited
Entry Submitted By: Bacardi-Martini, Inc.
Company Description: Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognized spirits and wines including BACARDI®, GREY GOOSE®, DEWAR'S®, BOMBAY SAPPHIRE®, MARTINI® and more. Founded 153 years ago, family-owned Bacardi employs nearly 6,000 people, manufactures its brands at 29 facilities and sells in more than 160 countries.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Global Issues
Nomination Title: Good Spirited: Building a More Sustainable Future
Tell the story about this nominated campaign since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. TEXT REDACTED FOR PUBLICATION
Bacardi understands its responsibility to minimize environmental impacts across the value chain. On the 152nd anniversary of its founding – family-owned Bacardi rolled out an ambitious sustainability campaign called “Good Spirited: Building a Sustainable Future.” Three years after the launch, Global Corporate Communications was challenged to maintain momentum and celebrate progress as the Company continues to reduce environmental impact in three areas critical to making its world-class products: sourcing, packaging and operations
As water is so critical to producing our products, and cocktails are how consumers enjoy our brands, in year three, Global Corporate Communications created a simple call to action: eliminate plastic straws from internal events. According to The Last Plastic Straw, more than 175 billion straws enter the landfills and oceans each year, and researchers estimate that by 2050, there may be more plastic than fish in the ocean. To battle this, the Bacardi No Straws Pledge launched on World Water Day with a simple call to action for employees: adding “no straws, please” to cocktail orders and commit to remove plastic straws and stirrers from all in-house, corporate events. Global emails, videos, logos, social media contests and signage communicated the change to employees. A screensaver issued globally on Earth Day featured No Straws messaging. For the second year in a row, holiday e-cards included a No Straws message. Bacardi invited Surfrider Foundation, a non-profit grassroots organization dedicated to the protection of oceans and beaches, to talk about the impact of the No Straws Pledge. All brand homes and major offices signed up to the pledge saving an estimated 1 million plastic straws/stirrers from landfill each year. Locations making the greatest impact include the BOMBAY SAPPHIRE Distillery in England, which anticipates 80,000 visitors in 2016 and serves 14,000 cocktails each month and the Casa BACARDÍ Visitor Center in Puerto Rico (the second most popular tourist destination on the island) which serves 360,000 straws annually. In Puerto Rico, this inspired the removal of bottled water, going paperless at ticketing booths (1,000 tickets daily), and implementing a plastic bag recycling program (500 bags daily). Procurement incorporated the pledge into the Global Meeting & Events Policy. For the first time, titular brand events removed plastic straws, including the BACARDÍ Global Legacy Cocktail Competition which hosted 400 mixologists representing 40 markets and the BOMBAY SAPPHIRE Most Imaginative Bartender cocktail competition which included 10 regional events and finals in London. In Australia, 42 BELOW vodka launched a Cocktail Earth Cup competition to showcase sustainability.
In Jacksonville, employees installed bat habitats at the Company's bottling facility campus. This project, in partnership with the Lubee Bat Conservancy, will create homes for 500 bats. The goal is to preserve and provide habitats for the local bat population to help maintain the community's natural wetlands, farming, and forest areas. This news was covered by the Associated Press and was the most picked up Bacardi sustainability story of the year.
In November, the Company announced it reached its first Good Spirited goal—to reduce Greenhouse Gas (GHG) emissions intensity by 50% —15 months ahead of target. This is equal to taking 15,000 cars off the road each year, or reducing oil use by 165,000 barrels annually, or installing 18 wind turbines. Champions activated celebrations in Bermuda, USA, Puerto Rico, Scotland, France, Switzerland, Italy, Mexico and other markets. Activations included Lights Out Lunches (only natural lights and battery powered candles in cafeteria), No Drive Days where employees worked from home, Public Transport Days, featuring a “green” cocktail at office happy hours, organic lunches and contests. In Puerto Rico, the team posted their Mannequin Challenge on Instagram with a green focus.
These are just some of the many activities that created change, engaged employees and drove a message of being a responsible business to internal and external audiences.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).
•Estimated 1 MILLION plastic straws/stirrers eliminated annually.
•Reduced GHG emissions intensity by 50%; 15 months ahead of target •2,600+ online news articles increased online coverage by 700% and earned media by 300% from prior year.
•Reached 90% target of media and social influencers (exceeding goal of 70%).
•Third placement in a row in Forbes “World's Most Reputable Companies”. First appearance coincided with launch of Good Spirited.
•Bacardi, Good Spirited or a Bacardi portfolio brand name was featured in 88% of the earned media headlines. Most prevalent key message in coverage: “Bacardi sets sustainability standards for others in spirits industry to follow.”
•Good Spirited microsite moved up four spots in views.
•During annual Corporate Responsibility month, half of the activities were sustainability-related. •Recognized by communities including winning EPA SmartWay Excellence Award.
•Positioned as thought leader with invitations to present case studies at events including the Climate Change Conference.