Around 2,500 pubs are offering a buy-one-get-two-free deal on Coke for designated drivers over Christmas.
Coca-Cola Enterprises (CCE) is spending £250,000 on the scheme, which aims to get customers into pubs and deter drink driving.
Whenever a consumer in a group orders a Coke, participating pubs will ask if the Coke drinker is the designated driver. Consumers who answer "yes" will get a branded drinks card offering another two free Cokes.
"Responsible drinking is front of mind at this time of year. The Designated Driver initiative seeks to reward those who take road safety responsibilities seriously," said head of on-premise marketing Paul Grace.
"We hope this will bring new customers in and help the trade reward the essential task of being driver for the night."
The programme will be supported by a national radio campaign and a web-based pub finder. Licensees can call 0800 580580 to find out more about the scheme.
It is part of a £1.6m national anti-drink-drive campaign, Think!, launched by the Government this week.
It will include new TV, radio, cinema and internet ads, plus an extra £2m investment in digital breathe-testing equipment from the Department for Transport.
Major pubcos, brewers, drinks producers and trade groups, including the BII and the British Beer & Pub Association, are also supporting the campaign. Call 0300 1231105 for free posters.