Drinks giants crack down on drink driving

Drinks companies are getting behind transport groups to help tackle drink driving over the festive period.

Coca-Cola is to offer designated drivers free soft drinks in a bid to tackle drink driving this Christmas. The soft drinks giant has teamed up with the Department of Transport for the THINK! campaign, which will include posters and radio ads.

Now in its third year, the campaign will run from December 9 to January 2, when over 8,000 pubs will reward designated drivers across the country with buy-one-get-one-free on Coca-Cola or diet Coke. Licensees will be provided with point of sale kits containing promotional posters, table mats, Santa hats and outdoor banners.

On-trade trading director for Coca-Cola, Dave McNulty, said: "It's a proven footfall driver and promotes a longer, more social stay for those not drinking alcohol. It's important to continue to reward those who take their road safety responsibilities seriously without compromising the fun they can have at Christmas."

And Pernod Ricard has teamed up with the AA for its new marketing campaign to encourage drivers to 'accept responsibility' for drink driving. Launched on December 1, the advertising activity will run on traditional, online and social media until January.

Jean-Manuel Spriet, chief executive of Pernod Ricard UK, said: "We recognise that drinking and driving is still an issue in the UK amongst young adults and are very pleased to be in partnership with the AA in order to promote responsible behaviour."

For a free Designated Driver POS kit, call 0800 580580