Coca-Cola joined forces with the DfT earlier this week to launch its 2010 Designated Driver campaign, which is also endorsed by Road Safety GB.
Designated Driver, now in its third year, is part of an ongoing partnership with the DfT’s Driver Friendly campaign, under which designated drivers are rewarded with a ‘buy one, get one free’ offer on Coca-Cola and diet Coke.
Coca-Cola says that its 2009 campaign gave away one million free drinks in 8,000 venues. With even more pubs participating this year, the company hopes to break the record and support more responsible drivers.
A website has been set up to encourage consumers to take advantage of the offer and find participating pubs in their area.
Mike Penning, road safety minister (pictured above), said: "Our THINK! Driver Friendly campaign rewards designated drivers with exclusive offers and free soft drinks. We are delighted that Coca-Cola is leading the way with this great initiative which will help to improve road safety over the festive season."
Jon Woods, Coca-Cola manager of Great Britain and Ireland, said: “By rewarding drivers who chose not to drink with a free Coke or diet Coke, we can encourage people to do the right thing while still enjoying a great night out with friends and family this Christmas. It’s a different approach to responsible drinking but our consumers love it."
For more information about the Designated Driver campaign contact Susanna Rushton on 0207 842 0157.