Driving Soft Drinks Sales at Christmas – Coca-Cola Designated Driver
Tuesday, February 15, 2011
For the third year running, Coca-Cola Enterprises Ltd (CCE) Coca-Cola Designated Driver initiative rewarded drivers during the festive period with a "buy one, get one free" on Coca-Cola and diet Coke for three weeks from 10th December to 31st December. The campaign was activated in more than 8,000 pubs and bars nationwide.CCE surveyed a number of participating outlets about the 2010 campaign, findings included:
- 30% of Designated Driver pubs reported it led to an increase in their soft drinks sales and increased dwell time• 97% of customers like Designated Driver and want to see it run again in 2011
- 97% of participants would recommend the Designated Driver campaign to other pubs, clubs and bars
- 70% of participants took part in Designated Driver as part of the outlet's responsible retailing approach
Dave McNulty, Trading Director On-Premise for Coca-Cola Enterprises Ltd, commented:
"Coca-Cola's Designated Driver continues to grow and is a great success because it works on so many levels. It makes the most of increased footfall over Christmas; it's unique, highly relevant and well-timed; it's simple for staff to implement and customers to understand and we work in partnership with the Department for Transport's THINK! Driver Friendly campaign.
"Designated Driver is in its relative infancy, but this is not just a short-term scheme to get measurable results immediately; this is something for the long-term. As it grows and consumers become more aware of it, I believe it will foster other reward schemes that make pub customers feel appreciated and valued, and ultimately keep them loyal to their local."
Testimonial
Coca-Cola Enterprises Ltd worked with JVL Leisure Group in December to run the campaign in three of its Lowestoft venues: The Harbour Inn, Bridges Wine Bar and The HushHush Nightclub. All three venues benefited from the campaign and overall delivered an additional £2,500 of sales for J V Leisure across the outlets in three weeks.
Simon Baldry, Group Marketing Manager, J V Leisure, says:
"From my point of view, the respect we have gained from customers and local authorities has been great and this is only achieved by such great support from Coca-Cola."
Manager of The Harbour Inn, Craig Loxton, continued: "I believe that the campaign had a positive effect on the business with the fact that the Designated Drivers on family or group meals felt they were being catered for. I feel this is a good and positive promotion and should be used in future years."
Ends
Notes to editors
About Coca-Cola Enterprises:
Coca-Cola Enterprises, Inc. is the world's third-largest independent Coca-Cola bottler.CCE is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.
In Great Britain (GB) Coca-Cola Enterprises Ltd (CCE) employs around 4,500 people across England, Scotland and Wales at manufacturing sites, regional offices and depots.
CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.
CCE makes sells and delivers the following products in GB for The Coca-Cola Company (TCCC): Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau, Relentless, Powerade, Oasis and 5 Alive. CCE in GB also makes, sells or delivers Monster, Appletiser, Ocean Spray and Capri-Sun on behalf of other brand owners.
CCE has the largest share of soft drinks in the UK with on-going brand and product innovation continuing to reinforce this position of leadership within the category. Coca-Cola is the UK's number one selling soft drink and remains one of the most innovative brands in the world today.
[1]CCE Telemarketing 2011 across 319 accounts
[2]Nielsen Total Coverage to 25.09.10
