Coca-Cola launches designated driver scheme

By Gurjit Degun

- Last updated on GMT

Related tags Coca-cola

Designated Driver: scheme for Christmas
Designated Driver: scheme for Christmas
Coca-Cola Enterprises (CCE) and Coca-Cola Great Britain will once again be offering free soft drinks to designated drivers, in partnership with the Department for Transport (DfT), over the upcoming festive period.

The campaign is set to run from 9 December to 1 January in more than 8,000 pubs, bars and clubs, giving designated drivers a ‘buy one, get one free’ on Coca-Cola and diet Coke. It is part of an ongoing partnership with the DfT’s Driver Friendly campaign, part of the THINK! road safety initiative.

Pubs will be provided with free PoS kits containing posters, beer mats, table cubes, hanging signs, Santa hats and outdoor banners to create maximum awareness of the campaign, reminding customers to select a designated driver for their journey home.

A survey of 319 licensees by CCE on last year’s campaign found that 30% of Designated Driver pubs reported it led to an increase in their soft drinks sales and increased dwell time; 97% of customers like Designated Driver and want to see it run again in 2011; and 97% of participants would recommend the Designated Driver campaign to other pubs, clubs and bars.

CCE sales and customer development director for the out of home channel Colm O’Dwyer said: “Coca-Cola’s Designated Driver initiative continues to grow and is a great success because it works on so many levels. It makes the most of increased footfall over Christmas — it’s highly relevant and well-timed, it’s simple for staff to implement and for customers to understand.

“There is still time to get involved, so licensees should contact their local CCE rep to register and receive the starter PoS kit.”

Licensees can call 0800 580 580 to get involved.

Related topics Soft & Hot Drinks

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