News & Events

Thursday 19 November, 2015


Coca-Cola Enterprises' Designated Driver campaign goes on the road for the 8th year

  • Increased focus on out-of-town venues that consumers drive to
  • For the first time, Appletiser and Schweppes Sparkling Juice Drinks to be included in the Designated Driver promotion
  • New Pub Finder website to help drive footfall into participating venues

Coca-Cola Enterprises (CCE) has extended its Designated Driver campaign for 2015 to include more brands and have an increased focus on out-of-town, destination locations as part of its continued support for the licensed channel over the Christmas period.

Launching on the 1st December, the Designated Driver campaign rewards consumers who are driving to the pub this Christmas by offering a free second soft drink when they purchase a Coca-Cola, Coca-Cola Life, Coca-Cola Zero, Diet Coke, or a Schweppes drink, including the newly launched Schweppes Sparkling Juice Drinks. This year, for the first time, Appletiser has also been added to the line-up, to further encourage people to take advantage of the offer and boost sales in licensed premises.

For 2015 CCE is increasing the focus of the campaign on destination and community based pub and bar locations with parking facilities to help drive engagement with its target motorist audience, specifically families and young adults.

To further help drive footfall into participating locations, a new online Designated Driver Pub Finder (www.holidaysarecoming.com/designateddriver) will go live from the 1st December so consumers can search for a venue near them.  The website will be supported by digital advertising to drive traffic to the search engine and encourage consumers to take advantage of the Designated Driver promotion.

This year’s campaign follows the success in 2014 which saw participating venues’ total wet sales experience an 8.7% volume uplift, with 88% of participating licensees stating they would be willing to take part in the activation for a second year[1].

The 2015 campaign will be officially launched at a reception in the Houses of Parliament and will run throughout December, to help support the licensed channel to encourage consumers to take a socially responsible approach to drinking over the festive period.

Signed up outlets can promote the initiative using branded POS kits and digital signage with the tagline ‘Cheers for being a hero’ thanking the unsung heroes that take on the role of designated driver. The activation will also feature the Department for Transport’s ‘Supporting THINK!’ logo, highlighting CCE’s support for THINK!’s don’t drink and drive campaign. .

Caroline Cater, operational marketing director at Coca-Cola Enterprises, said: “Christmas and New Year are key calendar moments for the licensed channel. Outlets see an increase in footfall as people socialise with friends and family more frequently, and soft drinks play an important role during these occasions.

“Our Designated Driver campaign helps our customers to communicate responsible messages to consumers and increase sales, which is why we’ve backed the activity for another year. POS material will continue to drive the visibility of the initiative in outlet, whilst the Pub Finder and extended range of products included will help drive footfall and ensure outlets can offer choice to their customers.”

ENDS

For more information please contact: Rebecca Hart, Citypress. T: 0121 314 4194

E: rebecca.hart@citypress.co.uk  

Notes to Editors: 

About Coca-Cola Enterprises: 

Coca-Cola Enterprises, Inc. is one of the world's largest independent Coca-Cola bottlers.  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 some 4,000 people across England, Scotland and Wales at manufacturing sites, 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 and Capri-Sun. 

About Think!

THINK! aims to encourage all road users to recognize that it is the small things they do that can lead to crashes on the road and that there are simple steps they can take to reduce their risk to themselves and others. THINK! gives road users clear, actionable, evidence based advice and aims to help road users to make an informed decision regarding their behaviour on the roads.

In the last 50 years road casualties caused by drink driving have fallen dramatically, but in 2013, there were still 240 deaths due to drink driving – accounting for 14% of all road fatalities. By drinking and driving, drivers risk their lives, those of their passengers and others on the road.


[1] Strategy Volume Pool 2014, sample of 568 outlets

 

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