Coca-Cola sharing with Designated Drivers again this Christmas

At the launch of Coca-Cola’s Designated Driver campaign are models Holly Carpenter and Kerri-Nicole Blanc together with (from left): Garda Derek Cloughley of the Garda National Traffic Bureau, VFI Chief Executive Padraig Cribben, Customer Marketing Executive for Licensed Trade at Coca-Cola HBC Ireland Peter Hughes, LVA Chairman Tom O’Brien, Sonya Sheils of MEAS/drinkaware.ie and National Customer Manager for Licensed Trade at Coca-Cola HBC Ireland Brian Maher.
At the launch of Coca-Cola’s Designated Driver campaign are models Holly Carpenter and Kerri-Nicole Blanc together with (from left): Garda Derek Cloughley of the Garda National Traffic Bureau, VFI Chief Executive Padraig Cribben, Customer Marketing Executive for Licensed Trade at Coca-Cola HBC Ireland Peter Hughes, LVA Chairman Tom O’Brien, Sonya Sheils of MEAS/drinkaware.ie and National Customer Manager for Licensed Trade at Coca-Cola HBC Ireland Brian Maher.

Coca-Cola is launching its annual award-winning Designated Driver Safe Driving campaign on November 22nd. More than 800 licensed trade outlets have been lined up to take part and this year’s Designated Driver programme ties in with the brand’s Christmas platform ‘I believe in you too’ with a new ‘I believe in sharing’ message across all participating outlets.

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12 November 2013

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The campaign’s aim, developed with the support of the licensed trade representative bodies, An Garda Siochana and drinkaware.ie, is to reduce instances of drink-driving during the Festive Season. Coca-Cola rewards consumers volunteering as designated drivers on a night out with up to three free soft drinks from its product portfolio in participating pubs, clubs and restaurants.

The campaign runs until January 1st 2014.

It defines a Designated Driver as someone driving friends and family home from a night out socialising while abstaining from alcohol for the evening.

Brian Maher, National Customer Manager, Licensed Trade Coca-Cola Hellenic Ireland, said,  “We’re delighted to be in a position to play a role in reducing the problem of drink-driving during the Christmas Holiday season. Working in partnership with our customers all over Ireland, we aim to reward our consumers for choosing to be the designated driver on a night out. 

“We’re 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 simply not be possible.”

He added, “Christmas is a season to enjoy with family and friends and this campaign encourages people to make responsible decisions when planning a night out.  Drink-driving is a major cause of road collisions at this time of year but with free soft drinks this Christmas, there’s never been a better time to be the designated driver.”

The campaign’s website www.designateddriver.ie provides a full list of participating licensed trade outlets. The newly-updated website (also accessed through www.cokezone.ie) allows designated drivers to download their free soft drinks vouchers before visiting the venues as well as locate the outlets offering the service on the handy pub finder map.

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

 

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