Coca-Cola has looked to sport when launching its 12th annual Designated Driver campaign, forcing Ireland and Ulster Rugby star Tommy Bowe to get stripped and into the freezing waters of the Irish Sea at the Forty Foot in Dublin.
The campaign is now live in over 1000 pubs, restaurants and hotels nationwide. The campaign rewards safety-conscious Designated Drivers with two free drinks from the Coca-Cola range.
Designated Drivers are encouraged to visit a campaign website www.DesignatedDriver.ie to download a voucher entitling them to avail of the offer.
There is a social media as well as a social element to the campaign this year with the public being asked to share their Christmas traditions using #DesignatedDriver for the opportunity to win a Christmas supply of Coca Cola.
Given that the Christmas ad of ‘Holidays are coming’ has become a milestone for the arrival of the season they are a brand that has some right to claiming Christmas. And of course there is the story of Coke’s involvement in how the man himself is thought to look, given that we only ever catch a glimpse of the real big guy on Christmas Eve…
“We all take the turn to be the designated driver at some stage over Christmas so friends and family get around safely to enjoy their festive traditions,” said Bowe.
“It’s an important role and I’m delighted to support this campaign by Coca-Cola that supports and celebrates these drivers.”
“I’ve had lots of fun celebrating some typical Christmas traditions over the last few weeks, from Christmas jumper shopping to the classic Christmas swim. I hope it serves to remind everyone to cherish their own traditions, while keeping safe on the roads this December.”
“I’m delighted to endorse the Coca-Cola Designated Driver campaign this year, which supports our aim of keeping roads safe over the Christmas period,” added Minister for Transport, Tourism and Sport Shane Ross.
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“The campaign serves to remind the nation that it is important to take precautions getting to and from festivities, whether by appointing a designated driver or making other arrangements.”
Over the past twelve years, Coca-Cola has invested more than €6 million in the campaign to help promote road safety during the Christmas period.
“Coca‑Cola’s Designated Driver campaign has become a renowned Christmas tradition across Ireland and Northern Ireland, rewarding our consumers for volunteering to be the respected Designated Driver,” said Matthieu Seguin, General Manager, Coca-Cola HBC Ireland and Northern Ireland.
In the Republic of Ireland, the Designated Driver campaign is supported by An Garda Síochána, the Road Safety Authority and Drinkaware. It is also backed by the Licensed Vintners Association, the Vintners Federation of Ireland, the Restaurants Association of Ireland, and the Irish Hotels Federation. In Northern Ireland, the campaign is supported by the PSNI, Hospitality Ulster and the NI Hotel Federation.
