|
19/11/2007
Coke seeks elevation of 'Designated Driver's'
Coca-Cola Bottlers Ireland (CCBI) has launched its Christmas Designated Driver campaign - and taken it a step forward in terms of desired perception.
“A key issue facing the licensed trade is how to contribute to the national drive to address the societal problem of drink-driving while continuing to attract customers,” stated CCBI spokesperson Mo Durkan recently.
Participating in the Coca-Cola Designated Driver Campaign allows publicans to incentivise customers to continue to visit licensed premises while taking a responsible approach to the issue of drinking and driving - a win-win for all, she added.
As Ireland's leading non-alcoholic beverage company and the manufacturer of some of the country's largest brands, CCBI has recognised that the company can play an important role in the national drive to eradicate drink-driving by working with the licensed trade to deliver a campaign that benefits the trade and consumers alike.
CCBI’s second Coca-Cola Summer Designated Driver campaign involved some 1,655 pubs, clubs, hotels and restaurants participating in the programme nationwide. This figure represents a 103 per cent year-on-year increase in the number of participating outlets.
Through this campaign CCBI has sought to encourage those socialising in pubs to become accustomed to the idea of appointing a Designated Driver by making licensed premises more Designated Driver-friendly.
“The image of a Designated Driver is no longer the sole sensible person who is sought out for a lift home at the end of the night, but someone whose role within the group dynamic is socially accepted and has been elevated to that of a 'Righteous Super-Chauffeur'…. who gets a free night out,” added Mo Durkan.
As part of Coca-Cola’s Designated Driver Christmas Campaign this year, participating trade outlets will once again give Designated Drivers three free drinks when they drive two or more friends home.
The campaign, which was recognised as 'Corporate Social Responsibility Campaign of the Year' at the 2007 Awards for Excellence in PR, will be backed by an extensive integrated marketing campaign aimed at further increasing participation this Christmas.
CCBI will invest approximately €1 million in the campaign rollout and will work to deliver a targeted integrated marketing campaign to ensure maximum impact and awareness among the target audience.
Meas
Back to
Media Watch
|
|
