Marketing

12th Designated Driver campaign launched

Coca-Cola Hellenic Bottling Company Ireland recently launched its 12th annual Designated Driver campaign to be fronted by Ireland and Ulster rugby player Tommy Bowe.

The campaign, a long-standing Irish Christmas tradition, went live in over 1,000 participating licensed trade venues nationwide, rewarding safety-conscious Designated Drivers with two free drinks from Coca-Cola’s range including new and improved Coca-Cola Zero Sugar, which looks and tastes more like Coca-Cola Classic, with zero sugar.

As with previous years Designated Drivers are encouraged to visit www.DesignatedDriver.ie to get a full list of participating licensed trade venues across the country and to download a voucher entitling them to two free soft drinks at participating licensed trade venues across Ireland and Northern Ireland. Over the past 12 years Coca-Cola HBC Ireland and Northern Ireland has invested more than €6 million in the campaign.

For the first time the Coca-Cola campaign has also taken to the road to unlock the lore of Ireland’s festive traditions with rugby star Tommy Bowe and comedian/Campaign Ambassador Andrew Stanley. Consumers are being asked to share their favourite Christmas tradition with #DesignatedDriver for a chance to win a local visit from Coca-Cola in coming weeks along with a Christmas supply of Coca-Cola Zero Sugar for all the family.

“The campaign serves to remind the nation that it’s important to take precautions getting to and from festivities, whether by appointing a designated driver or making other arrangements,” said Minister for Transport, Tourism and Sport Shane Ross at the launch.

Paddy Murney, Sales Director, Coca-Cola HBC Ireland and Northern Ireland, added, “Christmas is a time of celebration and Coca-Cola aims to safeguard this special time with friends and family through the Designated Driver programme.

“Equally, it’s an important period for our licensing trade partners and we want to support their business throughout the festive season. I encourage all our partners to help communicate the message by asking our consumers to share their favourite Christmas traditions across their social networks using #DesignatedDriver.”

The campaign is supported by An Garda Síochána, the Road Safety Authority and Drinkaware and is backed by the LVA, the VFI, the RAI and the IHF.

In Northern Ireland, the campaign is supported by the PSNI, Hospitality Ulster and the NI Hotel Federation.

To register for the campaign please contact your local sales representative or the customer information centre on RoI 1890 26 22 26 | NI 0845 608 8889.

 

 

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