Coca-Cola Great Britain (CCGB) is bringing back its popular Designated Driver campaign to reward responsible drivers with free drinks this festive period. Now in its fourth year, the activity offers consumers a buy-one-get-one free offer on Coca-Cola and Diet Coke and is supported by digital, POS as well as backing from the Department for Transport’s THINK! road-safety initiative.
From December 9 through December 31, the Designated Driver campaign is set to run across 8,000 UK pubs, bars and clubs to promote the positive role that soft drinks can play as a credible alternative to alcohol. Designated Drivers simply need to speak to staff at participating venues when buying a Coca-Cola or Diet Coke, to receive a voucher to enjoy their next drink for free.
Photo: Coca-Cola Designated Driver Poster
Drivers can find their nearest participating venue via an online Pub Finder tool on Coca-Cola.co.uk and Coke Zone. New to this year’s campaign, the Pub Finder is also available on a mobile friendly site making the content available to consumers on the move. Communicating the promotion at point of purchase, festive-themed posters, banners, drinks mats, table cubes, window decals, Santa hats and signage will direct consumers to claim their free Coca-Cola and Diet Coke.
Building on the success of previous years, with 1 million drinks given away in 2010, the nationwide campaign rewards drivers who choose not to drink, and is a key feature of CCGB’s overall commitment to responsible marketing. As well as the support of the Department for Transport, key stakeholders including the AA, Association of Chief Police officers, Road Safe and RAC are lending support to the campaign. For the first time this year, National Union of Students bars will also take part in the campaign, pushing the safe driving message to young people.
Jon Woods, General Manager, Coca-Cola Great Britain and Ireland said, “Designated Drivers provide an amazing service to friends and family. They allow people to have a good night and also help keep roads safe, so everyone can enjoy the Christmas period. By rewarding drivers who chose not to drink with a free Coca-Cola or Diet Coke, we hope even more people will be encouraged to do the right thing and become responsible drivers.”