Coca-Cola launches 10th Designated Driver campaign for the Christmas holidays

COCA-Cola Hellenic Ireland has announced details of the 10th annual Designated Driver campaign.

The company has invested

?¬6m in the award-winning campaign over the past decade to help promote road safety during the Christmas period.

By working closely with the licensed trade, the company offers the designated driver in a group the opportunity to avail of free bottled water, juice and soft drinks.

The campaign has been fully supported by the gardaí, the Road Safety Authority, the Vintners’ Federation of Ireland, the Licensed Vintners’ Association and the Irish Hotels Federation.

The Coca-Cola Designated Driver campaign, a concept created by Irish employees of the global drinks company, was launched in Ireland 10 years ago this month against a backdrop of rising concern about the number of alcohol related fatalities on Irish roads.

The initiative, which originally started as a pilot in the lead up to Christmas 2004, has grown to become a high profile annual campaign that has been availed of by thousands of designated drivers who transport their friends to and from the pub during the festive season.

Since 2004 the campaign has evolved and expanded, so much so that it has been adopted by Coca-Cola in other markets – including Northern Ireland and Great Britain.

The model has transferred well to other countries and has been credited for successfully contributing towards a culture of greater road safety in those countries.
In 2009, Coca-Cola HBC Ireland was awarded an All-Ireland Marketing award for Best Corporate

Responsibility Campaign for the Designated Driver programme.
Speaking at the launch of the 2014 Designated Driver programme, Frank O’Donnell, general manager of Coca-Cola HBC Ireland and Northern Ireland, said:

“Coca-Cola is proud to have invested more than

?¬6 million in Designated Driver over the past 10 years.

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Minister for Transport, Tourism and Sport, Pascal Donohue, added:

“Any measure that encourages and promotes road safety is to be applauded. The Coca-Cola Designated Driver campaign rewards those who take responsibility for driving friends and family to and from events and gatherings during the busy festive season.

“By offering free soft drinks and bottled water to designated drivers, Coca-Cola recognises the importance of incentivising drivers to remain alcohol free, which in turn makes our roads safer.

“This initiative demonstrates corporate social responsibility at its best and is supported by my department.

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