Coca-Cola Great Britain (CCGB) is bringing back its pre-Christmas Designated Driver campaign, where drivers who opt not to drink alcohol are rewarded with free drinks.

Last year’s campaign saw 1 million drinks given away.

Now in its fourth year, the activity offers consumers a buy-one-get-one-free offer on Coca-Cola and Diet Coke and is supported by digital and POS. It also has backing from the Department for Transport’s THINK! road-safety initiative.

The nationwide campaign is a key feature of CCGB’s overall commitment to responsible marketing. As well as the support of the Department for Transport, key stakeholders including the AA, Association of Chief Police officers, Road Safe and RAC are lending support to the campaign. For the first time this year, National Union of Students bars will also take part in the campaign, pushing the safe driving message to young people.

From 9 to 31 December 2011, the Designated Driver campaign will run across 8,000 UK pubs, bars and clubs to promote soft drinks as a credible alternative to alcohol. Designated Drivers simply need to speak to staff at participating venues when buying a Coca-Cola or Diet Coke, to receive a voucher to enjoy their next drink for free.

Drivers can find their nearest participating venue via an online Pub Finder tool on Coca-Cola.co.uk and Coke Zone. New to this year’s campaign, the Pub Finder is also available on a mobile friendly site, making the content available to consumers on the move.

Festive-themed posters, banners, drinks mats, table cubes, window decals, Santa hats and signage will direct consumers to claim their free Coca-Cola and Diet Coke.