Coca-Cola launches Seventh annual Christmas designated driver campaign
Tuesday December 9, 2014 at 4:18pm
Coca-Cola has launched its 2014 Designated Driver campaign in partnership with THINK!, the Department of Transport’s road safety campaign, offering drivers ‘buy one get one free’ on a range of Coca-Cola products in bars and pubs throughout December. Now in its seventh year, 2014’s campaign is bigger than previous versions with the offer available in 12,500 pubs and bars nationwide. This year’s offer is available across Coca-Cola, Diet Coke and Coke Zero and, for the first time, across the Schweppes range. The Designated Driver scheme follows the launch of the 50th anniversary anti-drink driving campaign from THINK! last month, which demonstrated how attitudes towards drink driving have changed in the last half century since the first public information film was shown. The THINK! research showed that 92% of the British public would now be ashamed to drink and drive. This is supported by research commissioned by Coca-Cola; 83% of people surveyed said they would never be tempted to encourage the designated driver to have a drink once inside the pub on a night out. Jon Woods, general manager, Coca-Cola Great Britain, says: “For the seventh year we’re celebrating the unsung heroes of the festive party season – the designated drivers who drive friends and family back and forth to the pub. This year the campaign is bigger than ever with more than 12,500 pubs and bars across the country taking part. It’s great to see that so many people are willing to take on the role of the designated driver this Christmas and this is our way of saying thank you.” Brigid Simmonds, chief executive of the British Beer & Pub Association, adds: “I’m delighted that Coca-Cola is giving more support than ever to this campaign. As their new polling shows, designated drivers still enjoy a brilliant night out in the Great British pub at Christmas. Having a designated driver doesn’t dampen the party sprit, and means that everyone can have a safe journey home.” The Coca-Cola research found that 87% of people who plan to volunteer to be the designated driver on a night out this Christmas still feel they will have a great time despite not being able to drink alcohol. The new survey, investigating attitudes towards the role of drinking and driving up and down the country, reflected a more responsible and positive generation when it came to taking on the driving role, as nearly two-thirds (63%) plan to happily take on the duty of designated driver at least once for friends during the festive period. Those polled, aged between 18 and 34, enjoyed the financial benefits that come with being the designated driver with nearly three-quarters (73%) expecting to save about £50 on average over the course of two nights out during December. Over half (61%) of designated drivers revealed their friends would always offer to buy them their soft drinks on a night out at the pub, while over two-thirds (70%) of those who said they would be accepting a lift from friends this Christmas said they would contribute to parking and petrol costs.