Coca‑Cola calls for driving heroes and angels this Christmas

Coca‑Cola Great Britain (CCGB) and Coca Cola Enterprises (CCE) are working in partnership with the Department for Transport (DfT) and the Licensed Trade to encourage responsible drinking this Christmas through their ‘Designated Driver' campaign.  Coca‑Cola believes that the soft drinks industry has a credible role to play in the responsible drinking debate.    

The Coca‑Cola campaign, which is running until the New Year in over 2500  pubs across Great Britain, rewards the designated driver by giving them two free servings of ‘Coke', ‘diet Coke' or ‘Coke Zero' when they buy one ‘Coke' drink. Posters in pubs aim to motivate people not to drink and drive this Christmas by declaring male drivers to be "total heroes" and female drivers "complete angels" for driving their friends home responsibly and safely.

Road Safety Minister, Jim Fitzpatrick said: "I congratulate Coca‑Cola Great Britain on supporting the THINK! campaign to help tackle drink driving this Christmas. Offering designated drivers the chance to buy one soft drink and get two more free at 2,500 pubs across Britain is a great way of encouraging people not to drink and drive."

The Department for Transport (DfT) recorded 460 fatalities due to drink-driving in 2007. DfT research shows that the overall number of fatalities and injuries has fallen year upon year - this figure had dropped from 560 deaths in 2006. However, the number of drink-driving related incidents usually rises over the Christmas period, which is why the ‘Coca‑Cola' Christmas campaign encouraging people not to drive is so important. Together with the Government, they want people to understand that you can enjoy the party season and drink responsibly.

CCGB President, Sanjay Guha commented: "'Coca‑Cola' has always been an important part of people's Christmas celebrations, so it makes sense for us to encourage responsible drinking in this way. I firmly believe that the soft drinks industry can and should play a role in the wider responsible drinking debate and I hope that others will follow our lead."

Adrian Walsh, Director of RoadSafe said; "This initiative by ‘Coca‑Cola' is a great way to remind drivers of their obligations - it is really good for any group which is partying to find a 'designated driver'. All too often groups, especially the young, are too embarrassed to do this - here is a great incentive to behave responsibly. For ‘Coca‑Cola' to back the campaign this way it is a huge statement of corporate responsibility." 

Guha continued: "For us, part of the issue around responsible drinking must be about making people aware of the choices they have so that they make the right decision. We know that if there is going to be a culture change in the UK, people need to see soft drinks as a credible alternative to drinking alcohol all night."

 

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For further information, please contact: Verity Lowe, MS&L. Tel: 020 7878 3286. E: verity.lowe@mslworldwide.com  

Notes to editors: 

About the Designated Driver Campaign

The campaign is endorsed by the Department for Transport and THINK! and supported by a range of organisations associated with the Licensed Trade.

Consumers can find out which pubs are participating in the Designated Driver campaign at http://www.cokezone.co.uk/loyalty/loyalty.jsp?promo=driver

About The Coca‑Cola Company

The Coca‑Cola Company is the world's largest beverage company, refreshing consumers with more than 450 sparkling and still brands.  Along with Coca‑Cola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca‑Cola Zero, Glaceau, Powerade and Minute Maid. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees.  Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.5 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate.  For more information about our Company, please visit our website at www.thecoca-colacompany.com.   

Trademarks

• ‘Coca‑Cola', ‘Coke', ‘diet Coke', ‘diet Coca‑Cola', ‘Coke Zero', ‘Coca‑Cola Zero', ‘Fanta', ‘Sprite', ‘Powerade' and ‘Minute Maid' are registered trade marks of The Coca‑Cola Company.
• ‘glacéau vitaminwater' is a trade mark of energy brands, inc. aka glacéau.    

About Coca‑Cola Great Britain

Coca‑Cola Great Britain (CCGB) is a wholly owned subsidiary of The Coca‑Cola Company (TCCC) and is responsible for marketing and developing new and existing brands. Based in West London and employing 130 people, it manages over 20 brands (around 100 products) in Great Britain. 

About Coca‑Cola Enterprises
Coca‑Cola Enterprises Ltd (CCE) is a subsidiary of Coca‑Cola Enterprises Inc, the world's largest marketer, producer and distributor of the products of The Coca‑Cola Company (TCCC).  CCE manufactures and distributes soft drinks for both The Coca‑Cola Company and other brand owners. It employs around 4,600 people in Great Britain and has six manufacturing sites across the country.

CCE is committed to minimizing the environmental impact of its products and operations. The key areas of focus are around sustainable packaging, water stewardship, and energy and climate protection.

There is more information about these areas at www.cokecorporateresponsibility.co.uk/. 

About the Department for Transport (DfT):

Please visit http://www.dft.gov.uk  

About Think!

Please visit http://www.dft.gov.uk/think/