Coca-Cola launches its designated driver scheme


This month sees the return of the Coca-Cola Designated Driver scheme with buy-one-get-one-free offers on Coca-Cola, Schweppes Sparkling Juice Drinks and Appletiser.

Returning for its ninth consecutive year, the campaign supports licensees during the busiest time of the year and is designed to help boost overall wet sales by rewarding the designated driver within groups of Christmas bookings, while also promoting responsible messages around drinking and driving.

The initiative is run in partnership with the Department for Transport’s THINK! drink driving campaign and a dedicated website www.cocacola.co.uk/designateddriver has been established which provides a map of all the pubs running the offer.

As well as helping to prevent instances of drink-driving, the campaign has seen a positive impact on participating venues’ total wet sales in recent years, with an 8.7% volume uplift and 88% of participating licensees saying they would be willing to run the activation again.

This year’s campaign will see 8,000 comprehensive point-of-sale kits available to outlets, with a focus on out of town locations. The packs include posters, bunting and coasters, as well as cardboard models of the iconic Coca-Cola Christmas Truck. The mini-trucks are designed to display iconic glass bottles of Coca-Cola, Diet Coke and new Coca-Cola Zero Sugar, helping to better showcase the portfolio to consumers and generate sales growth.

Paul Robertson, associate director for the on-trade at Coca-Cola European Partners, said: “Christmas is the busiest time of the year for the licensed channel, with many people heading out to celebrate with friends and family. Our Designated Driver campaign is an important part of our strategy to generate sales growth in a way that promotes responsible messages to consumers, whilst recognising the role of pubs and bars as a community hub at this special time of the year.

“Coca-Cola is always a popular choice during the festive season, while Schweppes Sparkling Juice Drinks and Appletiser are ideal for those looking for a premium adult soft drink during celebrations. With the backing of our comprehensive point of sale packs and consumer marketing campaign to promote the Designated Driver offer, we’re helping to support licensees in maximising the festive sales opportunity.”

Operators can enquire about POS kits by emailing connect@ccep.com.

Previous All Bar One teams up with Shelter
Next Cocktails on the conveyor belt