Coca-Cola's successful Designated Driver campaign back for the sixth year this Christmas rewards motorists who choose not to drink with a "buy one, get one free" offer on Coke, Diet Coke or Coke Zero in licensed outlets nationwide.
The campaign allows Coca-Cola Enterprises (CCE) to work with its customers to encourage them to adopt a socially responsible stance to help consumers enjoy the festive season. The initiative is also backed by endorsement from key government stakeholders at national and local level, industry experts and motoring bodies.
The scheme aims to run in more than 8,000 pubs across the UK until the 31 December with an "I believe in sharing" Santa Claus message inviting consumers to share a Coke with the ones they love this festive season.
Wes McKenna, sales director, cold channel, at CCE, said: "Designated Driver is a fantastic campaign, allowing us both to demonstrate some really positive messages around responsible drinking over the festive period, as well as help our customers to drive sales by encouraging increased time in outlet.
Rooney Anand, chief executive of Greene King, said: "Greene King is pleased to be working again with Coca-Cola Enterprises on this campaign. Christmas is a period when goodwill prevails and people take on responsibility for driving their friends and family home at the end of an evening out.
"Through this initiative, we can reward them for taking on this responsibility and provide these customers with refreshments that will ensure that they have a great night out."