Coca-Cola Great Britain will be rewarding drivers who choose not to drink on a night out with a «buy one, get one free» Coca-Cola or diet Coke over the festive period. Celebrating its second year, the Designated Driver campaign is part of Coca-Cola Great Britain’s pledge to promote the positive role that soft drinks can play as credible alternatives to alcohol.
The campaign will run from 1st December 2009 to 2nd January 2010 in over 8,000 bars nationwide, backed by an extensive multi million pound marketing programme as part of Coca-Cola Great Britain’s Christmas ‘Gift of Giving’ initiative.
The promotion will be launched through a national PR campaign with the Original Stig from BBC’s Top Gear, aka Perry McCarthy. He’ll be making pit stops at bars and clubs around the country where he’ll be waving a green flag to get the safe drinking campaign on the road.
All communication will drive people to a central Designated Driver website hosted on www.CokeZone.co.uk. The website will feature a ‘Pub Finder’ application, allowing consumers to type in their town or postcode to search for participating outlets.
Cathryn Sleight, Marketing Director at Coca-Cola Great Britain, says it’s all about rewarding responsible choices. «This is our way of saying thank you to those drivers who are sensible over Christmas and encourage them to be responsible when they get in their car at the end of a night. This is just one part of our Christmas ‘Gift of Giving’ campaign which is all about spreading festive cheer in a way only Coke can do.»