CCE rewards designated drivers across the UK this Christmas
Friday, November 06, 2009
Coca-Cola Enterprises Ltd (CCE) is pleased to announce the Designated Driver initiative is back, bigger and better than ever for Christmas 2009. Running from the 1st December 2009 to the 2nd January 2010, CCE aims to activate the campaign in more than 8,000 pubs and bars nationwide.
The scheme awards free product to customers so they can, in turn, reward designated drivers with a free Coca-Cola or diet Coke, leading to further sales and boosting revenue for outlets as it promotes a longer, more sociable stay for those not drinking.
The Designated Driver campaign will benefit from a fully integrated media campaign with an interactive website , national and regional PR, as well as radio advertising. The radio advertising will run for one week from 3rd December and then again during Christmas and New Year. Additional awareness will also be driven by the campaign's celebrity ambassador 'The Original Stig', Perry McCarthy. The national PR campaign will get underway from the beginning of December, culminating in four live media events with Perry McCarthy during December with Perry visiting participating Designated Driver pubs to 'meet and greet' fans.
All participating outlets will receive in-store point of purchase materials including; door stickers, table toppers, bar mats, A2 and A4 posters, staff badges and branded Santa hats. A pub finder tool will also be available through the Coke Zone website www.cokezone.co.uk allowing consumers to type in their town or postcode to search for participating outlets.
Andy Slee, Trade Director Licensed at CCE comments. "Christmas is an important time of year for our customers and the Designated Driver campaign offers a great opportunity for them to reward drivers who are responsible for driving a group of friends for the evening with some festive cheer from Coca-Cola. Soft drinks has a really positive role to play in on premise and Designated Driver supports this by using soft drinks as a footfall driver. We are confident the promotion will continue to reinforce the safe driving message and demonstrate the important role bars and pubs play during the party season.
This is the second year the campaign has run and following last year's campaign, we surveyed a number of participating outlets with compelling results; 95% of outlets interviewed said they wanted to run the promotion again with 90% believing it was a success, as well as a number of participating pub owners reporting an increase in time spent in the outlet by their customers . With the additional involvement of Original 'Stig', Perry McCarthy this year, the Designated Driver campaign is set to be a huge success with customers and consumers alike."
Perry McCarthy, the British racing driver behind the Original 'Stig' visor, says. "Drivers need to take responsibility for their safety on the roads and this is never more important than over Christmas. It's great to be part of a campaign that rewards designated drivers and I hope it'll encourage more people to take safe driving seriously."
Following the success of the Designated Driver campaign in Christmas 2008, the DfT have decided to further their commitment to the on-trade by creating a campaign called 'We're driver friendly' under the Government's THINK! programme. CCE will be the first partner brand under the 'We're driving friendly' banner with this year's Designated Driver scheme.
- Ends -
For further information please contact Frankie or Carly at Mercieca PR on 020 7485 0100
