The popular Designated Driver campaign from Coca-Cola Great Britain is back, helping reward responsible drivers with free drinks during the festive period. Now in its fifth successful year, the initiative offers consumers a buy-one-get-one free across Coca-Cola, Diet Coke and Coke Zero during the festive period. This will be supported through digital, POS as well as backing from the Department of Transport’s THINK! Road-safety scheme.
 
The scheme will run for three weeks, launching on 6th December until 31st across 8,000 pubs nationwide, helping to promote the positive role soft drinks can play as a credible alternative to alcohol. Designated Drivers will simply need to speak to staff at participating venues when purchasing their Coca-Cola, Diet Coke or Coke Zero, to receive a voucher to enjoy their next drink free.

A pub finder tool will allow drivers to find participating venues through Coca-Cola.co.uk and Coke Zone using an interactive map. POS will also drive further awareness about the offer through staff wearing t-shirts promoting the buy-one-get-one free, table talkers and seasonal bauble bauble bunting displayed across the pubs.

Building on the success of previous years, with 1 million drinks given away nationwide, the campaign rewards drivers who chose not to drink and is part of Coke’s commitment to responsible marketing. The activity is also supported by the Department for Transport’s Driver Friendly campaign, THINK! Road Safety Initiative, helping to push the message of safe driving across the festive period.

 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.”

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