Coca-Cola launches its Christmas Designated Driver campaign
Now in its fifth year, the Designated Driver initiative includes about 8,000 pubs, bar and clubs offering designated drivers ‘Buy One, Get One Free’ on Coca-Cola and Diet Coke. Participating outlets will also be provided with eye-catching POS including staff t-shirts, table talkers and seasonal bauble bunting to ensure maximum awareness in outlet.
The scheme, part of an on-going partnership with the THINK! Driver Friendly campaign, boosted soft drink sales for many licensees last year, according to CGA statistics, with increased dwell time and spend reported over the promotional period.
This year, Greene King has partnered with Coca-Cola to roll out the designated driver scheme across its pubs nationwide.
Colm O’Dwyer, sales and customer development director for the Out of Home channel at Coca-Cola Enterprises, said: "We are thrilled to be launching this initiative for the fifth year as we want to reward even more consumers and reinforce the safe driving message, particularly at Christmas when meeting up and nights out tend to become more frequent.
"Extensive consumer research following last year’s campaign was extremely positive, with over half of those questioned claiming they would prefer a venue running Designated Driver, and 77% choosing to stay there longer. Increased visibility of the campaign is vital so participating licensees should ensure they have all of the available POS kit to create excitement and make the most of these sales opportunities.”
The initiative will run from 7 December to 1 January 2013 and will be supported by a national PR campaign running throughout the festive period.
