Reward Designated Drivers this Christmas with Coca-Cola’s Designated Driver Campaign

Wednesday, October 19, 2011

Coca-Cola Great Britain (CCGB) and Coca-Cola Enterprises Ltd (CCE) are pleased to announce the launch of this year's Designated Driver campaign which will go live from December, supporting licensees across Great Britain (GB) at Christmas.

This year's initiative will run in over 8,000 pubs, bars and clubs throughout the peak party season, from 9^th December to 1^st January, rewarding Designated Drivers with a 'buy one, get one free' on Coca-Cola and diet Coke.  The scheme is part of an ongoing partnership with the Department for Transport's (DfT's) Driver Friendly campaign, part of the THINK! road safety initiative.

Licensees will be provided with free POS kits containing posters, beer mats, table cubes, hanging signs, Santa hats and outdoor banners to create maximum awareness of the campaign, reminding customers to select a Designated Driver for their journey home.

Colm O'Dwyer, Sales and Customer Development Director for the Out of Home channel, commented:

"Coca-Cola's Designated Driver initiative 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 highly relevant and well-timed; it's simple for staff to implement and for customers to understand and we work in ongoing partnership with the Department for Transport's Driver Friendly campaign, part of the THINK! road safety initiative.

"There is still time to get involved, so licensees should contact their local CCE rep to register and receive the starter POS kit."

Contact line for licensees: 0800 580 580

-ENDS-

Notes to editors

Coca-Cola and diet Coke are registered trademarks of The Coca-Cola Company

Designated Driver 2010 Results

CCE surveyed a number of participating outlets about the 2010 campaign, findings included[1]:

• 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