News & Events

Tuesday 02 December, 2014

Coca-Cola Enterprises launches biggest ever Designated Driver campaign

Coca-Cola Enterprises Ltd (CCE) is helping support licensees to take a socially responsible approach to drinking this festive period with its biggest ever Designated Driver campaign.

The activity, now in its seventh year, will run throughout December and see CCE offer point of sale (POS) kits to over 12,500 of its licensed customers to encourage responsible drinking at Christmas and New Year time – an increase of over 50% on the number of pubs that participated in 2013.

Motorists are rewarded for choosing not to drink alcohol by receiving a free second soft drink when they purchase a Coca-Cola, Diet Coke or Coca-Cola Zero, to encourage increased dwell-time. Also new for 2014, the ‘buy one, get one free’ mechanic across the Coca-Cola range will also be available on the Schweppes mixers range.

Licensees can promote the initiative using the POS kits and digital signage available, with the messaging aiming to thank the unsung heroes that take on the role of designated driver with the tagline ‘Cheers for being a hero.’

To further drive consumer awareness and engagement even further, the Designated Driver campaign will feature on radio for the first time, running across 240 commercial stations for three weeks from 4th December.

Wes McKenna, Sales Director, Cold Channel, at Coca-Cola Enterprises, said: “The festive season is a key sales period for the licensed sector, and soft drinks play an important part in this, especially for those choosing not to drink alcohol. Designated Driver encourages licensees to offer a simple mechanic that not only enables our customers communicate responsible drinking messages to consumers, but potentially helps to increase dwell time and sales.

“The initiative is bigger and better this year with a greater number of pubs getting behind the scheme, as well as an opportunity for the initiative to reach a greater number of people, more frequently, with the national radio support. To make this year a success, we’d encourage licensees to use the eye-catching POS materials to drive visibility of the initiative and reward their designated drivers.”

Licensees interested in getting involved this year should speak to their CCE representative or email to receive POS materials for their outlet.




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.

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