Marketing On-trade

1,000 involved in this year’s Coca-Cola Designated Driver scheme

Coca-Cola launches its award-winning ‘Designated Driver’ Christmas safe-driving campaign on November 28th to run for the month of December with more than 1,000 licensed trade premises taking part this Festive Season.

The campaign, developed with the support of the licensed trade representative bodies, An Garda Siochana and drinkaware.ie, aims to reduce instances of drink-driving during through Christmas.  Designated drivers will be rewarded with up to three free soft drinks from Coca-Cola’s product portfolio in participating pubs, clubs and restaurants.

“Working in partnership with our customers all over Ireland, we aim to offer consumers a tangible reward for choosing to be the Designated Driver on a night out,” said Brian Maher, National Customer Manager, Licensed Trade Coca-Cola Hellenic Ireland, “We are grateful to an Garda Siochana, drinkaware.ie, the LVA, VFI and IHF and all the publicans across Ireland who support the Designated Driver campaign – without them this initiative would not be possible.”

He added, “We all love a good night out during the Festive Season and this campaign encourages people to make responsible decisions when out over Christmas. Drink-driving is a major cause of road collisions at this time of year but with soft drinks on the house this Christmas, there are more reasons than ever to be the Designated Driver”.

www.designated-driver.ie provides a full list of participating licensed outlets. This year, for the first time, Designated Drivers will be able to download their free drinks vouchers via the site before they visit the venues.

Coca-Cola HBC Ireland was awarded an All Ireland Marketing award for Best Corporate Responsibility Campaign for the Designated Driver programme in 2009.

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