Coca-Cola’s Christmas Designated Driver campaign

At the announcement of Coca-Cola HBC Ireland’s Christmas Road Safety initiative (from left): Ultimate Big Brother winner Brian Dowling launches the Coca-Cola Designated Driver Roadshow with models Georgia Salpa and Nadia Forde.

Coca-Cola’s award-winning Christmas Road Safety initiative, the ‘Designated Driver’ campaign, ran recently.

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The all-island campaign (in its seventh year) provided three free soft drinks to designated drivers throughout December.

The campaign was developed with the support of An Garda Síochana and pubs, bars and clubs around the country participated in the scheme by providing designated drivers with free soft drinks from the Coca-Cola product range. A specially-designed website provided consumers with information on participating establishments. This year an accompanying road show was launched by Ultimate Big Brother-winner Brian Dowling featuring CocaCola Designated Driver Chaufferuettes taking to the streets to promote the importance of nominating a designated driver.

According to Erica Roseingrave, Public Affairs & Communications Manager for Coca-Cola HBC Ireland, “Working in partnership with our customers all over the country, we aim to offer consumers a tangible reward for choosing to be the designated driver on a night out”.  

More information on the campaign can be found at www.designateddriver.ie and www.facebook.com/cocacoladesignateddriver

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