Coca-Cola's Designated Driver Campaign is back - and bigger than ever

By Robyn Black contact

- Last updated on GMT

Related tags: Coca-cola, Coca-cola enterprises

Coca-Cola Designated Driver campaign 20114
Some 12,500 licensees will be participating in Coca-Cola Enterprises’ (CCE) Designated Driver scheme this year – an increase of over 50% on 2013.

The initiative is in its seventh year and offers motorists a free second drink of Coca-Cola, Diet Coke or Coke Zero in pubs and bars. This year the scheme has been expanded to include the Schweppes mixers range.

There will also be a publicity boost in the form of radio advertising running across 240 commercial stations for the first time this year, alongside PoS kits to help publicans promote the deal in outlet.

The campaign will run with the slogan “Cheers for being a hero,” to highlight the often unsung role played by designated drivers over the festive season.

“Designated Driver encourages licensees to offer a simple mechanic that not only enables our customers communicate responsible drinking messages to consumers, but potentially helps to increase dwell time and sales,” said Wes McKenna, sales director, cold channel.

The company launched its much loved “Holidays Are Coming” campaign last month (November), with a new festive TV ad and nationwide truck tour.

Related topics: Soft & Hot Drinks

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