Coca-Cola Enterprises (CCE) is to extend its annual Designated Driver campaign for 2015, offering rewards to motorists across more brands and in more bars and pubs.
Launching on December 1, it offers people driving to pubs and bars a free second soft drink when they buy a Coca-Cola, Coca-Cola Life, Coca-Cola Zero, Diet Coke, or Schweppes.
This year’s campaign has also been extended to the newly launched Schweppes Sparkling Juice Drinks and has brought Appletiser into the line-up for the first time.
CCE is also increasing its reach to take in more bars with parking facilities and more destination and community-based pubs. This is to help drive engagement with families and young adults among its target audience of motorists.
To further help drive footfall into participating locations, a new online Designated Driver Pub Finder will go live on December 1 at www.holidaysarecoming.com/designateddriver 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.
The 2015 campaign will be officially launched at a reception in the Houses of Parliament and will run throughout December. It is designed to help 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 point-of-sale kits and digital signage with the tagline “Cheers for being a hero”, thanking the unsung heroes that take on the role of designated driver. It 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.”
CCE is also bringing its “Holidays are Coming” TV advert to life with the return of the Coca-Cola Christmas Truck tour, visiting over 40 hotspots and cities across Great Britain over a six-week period.