Designated driver campaign

Coca-Cola has brought back its designated driver campaign alongside new research that suggests one in 10 people admit to drink driving.

The research suggests London is the most relaxed towards drink driving in the UK, with 25% of people in the city admitting to knowingly driving while over the legal limit. Those in rural areas came first for organising a lift home, and almost two-thirds of people in Scotland were likely to nominate themselves as designated driver.

To “celebrate” those taking on the role of designated driver, the brand has launched its campaign for the ninth Christmas season, offering drivers buy one get one free soft drinks at participating pubs and bars across the country when they show their car keys at the bar.

Partnering with the Department of Transport’s Think! Campaign, the promotion will run in 8,000 outlets across the UK until 31 December, where drivers can choose from Coca-Cola, Schweppes Sparkling juice drink and Appletiser for the offer.

“Designated drivers are the unsung heroes of the Christmas party season and this is our way of saying thank you to everyone who is taking on the role this Christmas and making sure that friends and family have a great night out and get home safely,” said Aedamar Howlett, marketing director at Coca-Cola Great Britain and Ireland.