Coca‑Cola's Annual Designated Driver Campaign To Go Live In 1000 Licensed Trade Premises Across Ireland From November 28
Award-winning road safety initiative offers Designated Drivers three free soft drinks, juice and bottled water from the Coca‑Cola range
Television and radio broadcaster Aoibhinn Ní Shúilleabháin spread truckloads of festive cheer when she launched Coca‑Cola’s Designated Driver campaign today in a winter wonderland setting straight out of the classic Coca‑Cola Christmas commercial. The award-winning road safety initiative, which goes live in more than 1000 pubs all over Ireland, offers safety-conscious Designated Drivers three FREE soft drinks, juice and bottled water from the Coca‑Cola range. The full list of participating premises is available on www.designateddriver.ie
Dublin, Monday 28 November 2011
Safety-conscious Designated Drivers will have something extra to smile about this Christmas with the news that more than 1000 pubs, clubs, hotels and restaurants will be giving away free non-alcoholic beverages this festive season, courtesy of Coca‑Cola.
The 2011 Coca‑Cola Designated Driver campaign was launched in Dublin today by Aoibhinn Ni Shúilleabháin. Speaking at the launch Aoibhinn said: “Christmas is one of my favorite times of year and I’m really looking forward to meeting up and enjoying nights out with my friends and family. The Coca‑Cola Designated Driver campaign is an excellent idea and I’ll certainly be availing of some drinks on the house, when playing the role of designated driver this year”.
The campaign goes live on Monday November 28th and runs until January 1st 2012.
The aim of the campaign is to reduce instances of drink driving and promote safety during the festive season, when pubs are busier than ever with people celebrating Christmas with a night on the town. The recent introduction of even more stringent drink driving laws is expected to mean that the campaign, which rewards designated drivers with free drinks from the Coca‑Cola range, will be more popular than ever.
In order to cater for personal preferences, consumers can select choose from the wide Coca‑Cola portfolio including Coca‑Cola, Diet Coke, Sprite, Sprite Zero, Fanta Orange, Fanta Lemon, Fruice Juices and Cordials, Deep RiverRock Still and Sparkling and Appletiser.
Kylie Dunlop, Marketing Manager, Licensed Trade, Coca‑Cola HBC Ireland, said: “Christmas is about giving and celebrating and through the Designated Driver programme, Coca‑Cola is delighted to offer free soft drinks, juice and bottled water as a tangible reward to consumers for volunteering to be the designated driver on fun night outs this festive season.”
The Designated Driver campaign is supported by An Garda Siochana, Drinkaware.ie and the Road Safety Authority. It is also backed by the Licensed Vintners Association, the Vintners Federation of Ireland, the Restaurants Association of Ireland, the Irish Hotels Federation and the Irish Nightclub Industry Association.
Fionnuala Sheehan, Chief Executive of drinkaware.ie, expressed her support for the initiative stating: “We are delighted to fully endorse the Coca‑Cola Designated Driver campaign and encourage the public to avail of it. The campaign is a practical initiative that will encourage responsible drinking around the busy Christmas period.”
Assistant Commissioner John Twomey, Head of the Garda National Traffic Bureau said: “We have supported this Designated Driver campaign since it started in 2004 and we believe that it is an important initiative in helping to encourage all road users to take responsibility and always put safety first. Our priority is keeping the roads as safe as possible and by designating a driver you are doing your bit to help prevent further deaths and serious injuries on our roads.”
The campaign’s website www.designateddriver.ie provides a full list of participating licensed outlets across the country. This year, for the first time, Designated Drivers will be able to download their free drinks vouchers before they visit the venues via the site or by scanning the QR code featured on outdoor advertisements.
The Designated Driver campaign was developed by Coca‑Cola in 2004 and now also operates in Northern Ireland, where it is supported by the Police Service of Northern Ireland and the Department of the Environment.
In 2009, Coca‑Cola HBC Ireland was awarded an All Ireland Marketing award for Best Corporate Responsibility Campaign for the Designated Driver programme.
A Designated Driver is defined as someone who is driving friends and family home from a night out socialising, while abstaining from alcohol for the evening. The Designated Driver may avail of FREE soft drinks from the Coca‑Cola range over the course of the evening in participating licensed premises.
Media Queries:
Please contact Fionnuala Kavanagh, Q4 Public Relations, 01 4751444 or 087 6527816
