Coca-Cola European Partners (CCEP) is bringing back its reward scheme for designated drivers for the 10th year this Christmas.
The campaign is designed to support the pub trade over the festive period by offering the designated driver in any group a buy-one-get-one-free offer on Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Schweppes Sparkling Juice Drinks and Appletiser.
In previous years the scheme has resulted in uplifts in wet sales by almost nine per cent and 88 per cent of licensees said they'd be willing to get involved again.
"I was part of the team that introduced this scheme 10 years ago to help licensees connect with two very key audiences during the festive season," said Paul Grace, CCEP's director of field sales.
"Firstly, those that choose not to drink and don't change their mind on the lead up to Christmas and secondly our designated driver heroes. 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."
8,000 PoS kits will be distributed to outlets, including cardboard models of the Coca-Cola Christmas truck alongside posters, bunting and coasters.
The scheme is run alongside the Department for Transport's THINK! Drink driving campaign. It will be promoted to pub-goers with radio ads, social media activity and PR and a pub finder website will provide a map of all participating pubs.
- Pouring the perfect Coca-Cola is as important as pouring the perfect pint. Find out why, and how to do it, here.