Coca-Cola Enterprises (CCE) is to bring back its Designated Driver campaign in bars and pubs for the sixth year running this Christmas, rewarding motorists who choose not to drink alcohol.
Running from December 9 to 31, it features a “buy one, get one free” offer on either Coke, Diet Coke and Coke Zero in licensed outlets nationwide.
It also sees CCE work with its customers to encourage them to adopt a socially responsible stance to helping consumers enjoy the festive season. It is endorsed by key government stakeholders at national and local level, industry experts and motoring bodies.
The scheme aims to run in more than 8,000 pubs and bars across the UK. This year’s point-of-sale materials draw on the “I believe in sharing. Santa Claus” messaging that is also being used in Coca-Cola’s Christmas campaign, inviting consumers to share a Coke with the ones they love at Christmas.
Kits include bunting, A4 posters, table talkers and back-bar display materials, with web banners, Facebook updates and digital screen updates also available. A new LED Coca-Cola Christmas truck for back-bar display is available to national accounts for the first time this year.
Wes McKenna, sales director for cold channel at CCE, said: “Designated Driver is a fantastic campaign, allowing us both to demonstrate some really positive messages around responsible drinking over the festive period, as well as help our customers to drive sales by encouraging increased dwell time in outlet.
“Visibility of the campaign is key to its success, so outlets should speak to their sales representative to see how they can make the most of the POS materials available during this year’s campaign.”
Rooney Anand, chief executive of pub operator Greene King, said: “As one of the UK’s leading pub retailers and brewers, Greene King is pleased to be working again with Coca-Cola Enterprises on this designated driver campaign.
“Christmas is a period when goodwill prevails and people take on responsibility for driving their friends and family home at the end of an evening out. Through this initiative, we can reward them for taking on this responsibility and provide these customers with refreshments that will ensure that they have a great night out.”
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