Designated Driver campaign keeps Sunderland’s roads safe this Christmas

Wednesday, December 01, 2010

Coca-Cola and David Miliband unite to reward responsible drivers with "buy one, get one free" on Coca-Cola and diet Coke.

22 November 2010: Coca-Cola will be joined by David Miliband at the Grey Horse pub in Sunderland today to celebrate the launch of this year's Designated Driver Campaign. 
The nationwide campaign, now in its third year, rewards drivers who chose not to drink with a "buy one, get one free" offer on Coca-Cola and diet Coke.

Last year Coca-Cola gave away one million free drinks in 8,000 venues around the country. With even more pubs participating this year, the company hopes to break this record, supporting more responsible drivers than ever this holiday season.

The scheme will run for three weeks from 10th to 31st December and is part of an ongoing partnership with the Department for Transport's (DfT's) Driver Friendly campaign, part of the THINK! Road safety initiative.

For the first time, a dedicated website has been set up to encourage consumers to take advantage of the offer. From the 1st December designated drivers and their friends can visit http://www.coca-cola.co.uk/designated-driver/ to find a participating pub in their area.

Rt Hon David Miliband, MP for South Shields said: "This campaign is a fantastic way of encouraging responsible drinking at Christmas time. I know from speaking to landlords in my constituency that they have seen real impact from the scheme over the last two years. We want everyone to catch up with friends and family and socialise in the pub over the festive period but it's so important to make responsible choices about how to get home after a night out."

Jon Woods, Country Manager, Great Britain and Ireland said: "Christmas is a time for celebration. We know how much our consumers enjoy the festive period and we don't want to dampen their spirits. By rewarding those drivers who chose not to drink with a free Coke or diet Coke, we can encourage people to do the right thing while still enjoying a great night out with friends and family this Christmas. It's a different approach to responsible drinking but our consumers love it."

Peter Charlton, landlord at Greene King pub, The Grey Horse said: "We're delighted to be participating in Coca-Cola's Designated Driver Campaign this year. Lots of our regulars spend an evening or two over the festive period on soft drinks so they can drive their friends and family home safely. Offering them free drinks means we can make them feel at home even when they're not having an alcoholic drink."

Chief Inspector Sav Patsalos from Northumbria Police said: "We welcome any initiative which educates motorists about the dangers of drink driving. Even a small amount of alcohol can have a serious effect on your driving ability and anyone who has a drink and gets behind the wheel could be risking their own lives and the lives of others. Offering drivers an incentive to be responsible and avoid alcohol is a great idea."

Maurice Beven a regular at Greene King pub, The Grey Horse, said: "Being able to get soft drinks for free when it's my turn to be the designated driver is definitely an incentive to be responsible. My friends and I are really pleased the scheme is going to run again this year." 
ENDS

For further information, images or interview requests please contact:

Verity Williams:
Tel: + 44 (0)20 7842 0134 / 07877 767 710
Email: verity.williams@portland-communications.com
Jenny Craig:
Tel: + 44 (0)20 7842 0159
Email: jenny.craig@portland-communications.com

Notes to editors

The event will take place on 22nd November from 2.30-3pm at the Grey Horse pub in Sunderland.

The Designated Driver campaign forms part of Coca-Cola Great Britain's pledge to promote the positive role that soft drinks can play as credible alternatives to alcohol. The Designated Driver Campaign is a key feature of Coca-Cola Great Britain's overall commitment to responsible marketing.

About Coca-Cola Our business in Great Britain is made up of two separate companies that manufacture, distribute and market our range of drinks: Coca-Cola Great Britain is responsible for marketing and developing new and existing brands. Based in West London it manages over 17 brands (around 100 products) in Great Britain. Coca-Cola Enterprises manufactures and distributes soft drinks for both The Coca-Cola Company and other brand owners. It employs around 4,500 people in Great Britain and has seven manufacturing sites and numerous regional offices and operations depots across the country. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate.

For more information please visit www.coca-cola.co.uk

About the DfT THINK! Drink Drive campaign and Driver Friendly initiative:
The number of people killed in drink drive accidents has been reduced by over three-quarters since 1979 thanks to more than 30 years of Government education campaigns and measures to improve enforcement. However, drink driving is still a problem and last year 380 people lost their lives in drink drive accidents on Britain's road.

The Department for Transport's Drink Drive campaign has had a long-standing and well supported partnership with the on-trade and soft drinks industry. In December 2009, this was developed into the 'Driver Friendly' campaign which aims to support the designated driver through the provision of promotional offers and 'rewards', linked to the purchase of soft drinks, on their night out. Ultimately, the aim is that Driver Friendly will become a symbol of support for the driver in pubs, bars and restaurants throughout the country. Coca-Cola GB is leading the way for Christmas 2010, and their Designated Driver promotion is part of a planned ongoing programme of Driver Friendly promotions.