The DfT has teamed up with brands including Coca-Cola and Greene King for its ‘Driver Friendly’ initiative to get drivers to choose soft drinks over alcoholic drinks. The campaign has been created by 23red which was appointed by the DfT in April.
Greene King will offer designated drivers two free soft drinks when they make a Christmas meal booking at its “Hungry Horse” venues, while other pub companies including Punch Taverns, Enterprise Inns and Scottish & Newcastle will also run soft drinks promotions and encourage their licensed and tenanted venues to display “Driver Friendly” promotional material over Christmas.
Promotional offers will always involve the purchase of a soft drink and include a free coffee refill, game of pool and discounts on food when soft drinks are bought.
Coca-Cola GB’s recently launched festive designated driver campaign will also form part of the campaign. Coke’s campaign includes “buy one get one free” offers at over 8,000 venues nationwide.
The DfT is looking to expand the initiative next year and is looking to form partnerships with other soft drinks distributors and third party brands to increase the offers available to consumers.
It is also looking to ramp up the number of on-trade venues running Driver Friendly promotions and is also planning activity around next year’s World Cup.