DfT, Coke, Greene King, pubs promote soft drinks to cut drink-driving
The THINK! ‘Driver Friendly’ campaign was created by communications agency 23red and involves price promotions and other added value offers (such as free games of pool, food or branded merchandise) on soft drinks to make them more attractive to drivers. It launches mid-December.
Offers must benefit drivers and always involve a soft drink component. The intention is for Driver Friendly to become a symbol of support for drivers in UK pubs, bars, clubs and restaurants throughout the country, making it easier to choose soft drinks and avoid drinking and driving.
In addition to Coca-Cola GB and Greene King, campaign partners include pub companies such as Punch Taverns, Enterprise Inns, Admiral Taverns, Everards and Scottish & Newcastle. Coca Cola GB leads the December launch, providing Buy One Get One Free offers on Coke for over 8,000 venues to pass on to customers, across most major pub chains and many venues across the UK.
Greene King will run designated driver offers in conjunction with Christmas meal bookings at its ‘Hungry Horse’ venues. Designated drivers receive two free soft drinks if they register in advance.
Pub companies will also be encouraging their licensed and tenanted venues to run Driver Friendly promotions this December. Venues can order Driver Friendly packs, which include a range of collateral to help them promote offers to their customers.
The campaign will continue to roll out across 2010. Building on the 2009 Christmas launch, it is likely driver offers will be expanded through the involvement of other major soft drinks distributors, as well as the involvement of other third party brands to expand on the types of offers available to drivers. The number of on-trade venues running Driver Friendly promotions will also be increased, and activity is likely to be planned around the 2010 World Cup.