Designated drivers’ ‘heroism’ rewarded by Coke and Schweppes

schweppes mixers

Coca-Cola Enterprises (CCE) is helping licensees to tackle drink-drinking over Christmas and New Year with its biggest-ever Designated Driver campaign.

The activity, now in its seventh year, will run throughout December and will see point-of-sale kits being sent to over 12,500 pubs and bars – an increase of over 50% on those participating in 2013.

Motorists are rewarded for choosing not to drink alcohol by receiving a free second soft drink when they buy a Coca-Cola, Diet Coke or Coca-Cola Zero.

For the first time, the “buy one, get one free” mechanic will also be available on CCE’s Schweppes mixers range.

The messaging in the POS kits and digital signage aim to thank the “unsung heroes” that take on the role of designated driver with the tagline, “Cheers for being a hero”.

To further drive consumer awareness and engagement, the Designated Driver campaign is featuring on radio for the first time, running across 240 commercial stations for three weeks from December 4.

Wes McKenna, sales director, cold channel, at Coca-Cola Enterprises, said: “The festive season is a key sales period for the licensed sector, and soft drinks play an important part in this, especially for those choosing not to drink alcohol.

“Designated Driver encourages licensees to offer a simple mechanic that not only enables our customers communicate responsible drinking messages to consumers, but potentially helps to increase dwell time and sales.

“The initiative is bigger and better this year with a greater number of pubs getting behind the scheme, as well as an opportunity for the initiative to reach a greater number of people, more frequently, with the national radio support.”

On top of its festive TV ad campaign, Coca-Cola is celebrating Christmas with special festive bottles and a truck tour offering sampling, choir and photo experiences in towns and cities around the UK.

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