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Coca-Cola's promotional in uk Christmas: buy one, get one free for drivers

2013-12-5 21:18:12 Seoxiangzi views:3126

Coca-Cola's hugely successful Designated Driver campaign is back for the sixth year running this Christmas, rewarding motorists who choose not to drink during the festive period with a 'buy one, get one free' offer on Coke, Diet Coke and Coke Zero in licensed outlets nationwide.

The scheme will run for three weeks, launching on Friday December 6 2013 until the end of the month across 8,000 outlets nationwide, helping to promote the positive role soft drinks can play as a credible alternative to alcohol.

It is backed by the Department of Transport's THINK! Christmas Drink Drive campaign, the RAC and the Association of Police Officers (ACPO) amongst others. The campaign is a key feature of Coca-Cola's overall commitment to responsible marketing.

The Designated Driver campaign will be supported by digital and POS merchandising. POS will drive further awareness about the offer via staff wearing t-shirts promoting the buy-one-get-one free offer, table talkers and seasonal bauble bunting displayed across the pubs.

In 2012, the scheme ran in more than 8,000 pubs across the UK.

A launch event will take place for the 2013 campaign at the Houses of Parliament on Wednesday December 4.

Bríd Drohan-Stewart, marketing activation director for Coca-Cola Great Britain and Ireland says: "We hope to encourage even more people to be responsible by rewarding drivers who choose not to drink and drive with a free Coca-Cola, Diet Coke or Coke Zero."

Robert Goodwill, UK road safety minister, adds: "Most people know that drinking and driving is wrong and don't do it, but sadly there are some who still do. Anyone tempted to have a tipple at Christmas time before climbing behind the wheel should know they face some very serious consequences. Not only will you lose your licence but, if you rely on your car for work, you will potentially lose your job or wreck your chance of future employment."

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