The campaign will reward drivers who choose not to drink on a night out with a “buy one, get one free” Coca-Cola or diet Coke in selected bars and pubs. It will run from December 1 2009 to January 2 2010 in over 8,000 bars nationwide.
Cathryn Sleight, marketing director at Coca-Cola Great Britain, says: “This is our way of saying thank you to those drivers who are sensible over Christmas and encourage them to be responsible when they get in their car at the end of a night. This is just one part of our Christmas ‘Gift of Giving’ campaign which is all about spreading festive cheer in a way only Coke can do.”
The national campaign will include radio advertising, aimed at young adult drivers enjoying a night out, four live media events with Perry McCarthy this week (December 1 & 2) and a social media programme.
Participating bars and pubs will also display point of purchase material to ensure consumers are aware of the offer.