Coca Cola to run festive Designated Driver campaign

Published: 01 November, 2011

Coca Cola is running its Designated Driver campaign in 8,000 bars this December, which sees drivers get one Coke free when they buy one.

The initiative will run from December 9 to January 1.

Licensees will get free POS kits with posters, beer mats Santa hats and outdoor banners to promote awareness.

Colm O'Dwyer, sales and customer development director for Coca Cola Enterprises Out of Home channel, said: "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."

Last year CCE surveyed participating outlets, discovering that 97% of customers like Designated Driver and want to see it run again in 2011, while 30% of Designated Driver outlets reported an increase in soft drinks sales and increased dwell time while 70% of participants took part in Designated Driver as part of the outlet's responsible retailing approach.

To get involved, call 0800 580 580.

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