8,000 pubs sign up to Coke's Designated Driver campaign

By Robyn Black

- Last updated on GMT

Related tags Festive period Coca-cola

The campaign will run until 31 December
The campaign will run until 31 December
Over 8,000 pubs are set to take part in this year’s Coca-Cola Designated Driver campaign.

Coca-Cola Enterprises (CCE) is bringing back the scheme, which offers motorists a “Buy One Get One Free” deal on coke in pubs over the festive period, for the sixth year.

It will launch on Monday (9 December) and will run to the 31st​.

Pubs involved in last year’s campaign saw a sales uplift of 8.5%, said Wes McKenna, sales director, cold channel at CCE.

“Designated Driver is a fantastic campaign, allowing us both to demonstrate some really positive messages around responsible drinking over the festive period, as well as help our customers to drive sales by encouraging increased dwell time in outlet,” he added.

Raising awareness

The company will be distributing PoS kits to boost awareness of the scheme, which are based on the idea of sharing a Coke with loved ones over the festive period. The idea seen in this year’s new festive campaign for the brand, which was unveiled last month.

The kits will include bunting, posters, table talkers and items for back bar display, with web banners, Facebook updates and digital screen updates also available.

A new LED Coca-Cola Christmas truck for back bars will be available to national accounts for the first time this year.

Industry support

As in previous years the initiative is backed by endorsement from key government stakeholders, industry experts, motoring bodies and pub companies, such as Greene King.

 “Christmas is a period when goodwill prevails and people take on responsibility for driving their friends and family home at the end of an evening out,” said Greene King chief executive, Rooney

“Through this initiative, we can reward them for taking on this responsibility and provide these customers with refreshments that will ensure that they have a great night out.”

Related topics Soft & Hot Drinks

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