Soft drinks firm’s designated driver scheme returns for Christmas
COCA-Cola European Partners (CCEP) is once again turning the ignition on its festive Designated Driver scheme in the on-trade.
Operated in partnership with the Department for Transport’s Think! drink driving campaign, and this year celebrating its tenth anniversary, CCEP’s scheme is designed to reward designated drivers in the on-trade by providing a ‘buy one get one free’ offer on Coca-Cola variants (Classic, Diet and Zero Sugar), as well as Schweppes Sparkling Juice Drinks and Appletiser.
Also designed to boost licensees’ soft drinks sales during the festive season, the initiative aims to increase dwell time by rewarding designated drivers while also promoting a responsible message around drinking and driving.
Much like in previous years, it is expected to be particularly popular in rural outlets.
The initiative will be communicated via a raft of advertising platforms as well as more than 8000 point of sale kits, which will be made available to outlets. Kits will include posters, bunting, coasters and cardboard models of the Coca-Cola Christmas truck; participating venues will also receive a case of free product to kick-start the promotion.
Paul Grace, director of field sales at CCEP, who was part of the team which introduced the Designated Driver scheme ten years ago, said the initiative can help licensees “connect with two very key audiences during the festive season”.
“Firstly, those that choose not to drink and don’t change their mind in the lead up to Christmas and secondly our designated driver heroes,” said Grace.
“Both find themselves out socialising in pubs, bars and restaurants more often so making sure they are well catered for with a good, well-served range of soft drinks is paramount.”