Coca Cola has today re-launched its designated driver campaign as the Christmas run-up gathers steam, rewarding responsible drivers with free drink over the holiday period.
It is the fifth year of a buy one get one free campaign for Coca Cola Diet Coke and Coke Zero and is supported by digital, POS and the Department of Transport’s Think! road safety campaign.
Running for three weeks across 8,000 pubs the promotion is geared toward positioning soft drinks as a credible alternative to alcohol by giving designated drivers a free Coca Cola voucher if they make themselves known to bar staff when purchasing their first drink.
An interactive map of participating venues has been published on the Coca Cola website and the message will be further spread through staff T-shirts, table talkers and bauble bauble bunting.
Last year the campaign dished out 1m free drinks.
Jon Woods, General Manager, Coca-Cola Great Britain and Ireland said “Designated Drivers provide an amazing service to friends and family. They allow people to have a good night and also help keep roads safe, so everyone can enjoy the Christmas period. By rewarding drivers who choose not to drink with a free Coca-Cola, Diet Coke or Coke Zero, we hope even more people will be encouraged to do the right thing and become responsible drivers and do the right thing.”