Coca-Cola GB was joined by the Road Safety Minister, Mike Penning MP at the Warwick pub in Pimlico today to celebrate the launch of this year’s ‘Designated Driver Campaign‘.  The nationwide campaign, now in its third year, rewards drivers who chose not to drink with a “buy one, get one free” offer on Coca-Cola and diet Coke.

Last year Coca-Cola gave away one million free drinks in 8,000 venues around the country. With even more pubs participating this year, the company hopes to break this record, supporting more responsible drivers than ever this holiday season. The scheme will run for three weeks December 10–31 and is part of an ongoing partnership with the Department for Transport’s (DfT’s) Driver Friendly campaign, part of the THINK! Road safety initiative.

Image Courtesy: Portland Communications

For the first time, a dedicated website has been set up to encourage consumers to take advantage of the offer. From December 1 designated drivers and their friends can visit www.coca-cola.co.uk/designated-driver to find a participating pub in their area.

Image Courtesy: Portland Communications

Road Safety Minister Mike Penning said, “Last year 380 people were killed in accidents where the driver was over the limit.  That is why our message is clear:  don’t drink and drive. Our THINK! Driver Friendly campaign rewards designated drivers with exclusive offers and free soft drinks. We are delighted that Coca-Cola is leading the way with this great initiative which will help to improve road safety over the festive season.”

Artem Kravchenko, landlord at Greene King pub, The Warwick said, “We’re delighted to be participating in Coca-Cola’s Designated Driver Campaign this year. Lots of our regulars spend an evening or two over the festive period on soft drinks so they can drive their friends and family home safely. Offering them free drinks means we can make them feel at home even when they’re not having an alcoholic drink.”