Bacardi stirred up people’s perceptions of the company by successfully highlighting another side to its corporate commitments. Having identified environmental impacts and sustainability as two priorities, the No More Straws campaign was launched. Already well on its way to achieving its goals of reducing water consumption by more than half, improving packaging and responsible sourcing, Bacardi now focused on removing plastic straws and stirrers from in-house events. Employees threw their support behind the campaign, which has eliminated around one million straws and stirrers annually from events. The message that ‘Bacardi is committed to customers and consumers who want to be more sustainable’ was successfully delivered in media coverage, and others are now following Bacardi’s environmentally friendly approach.