The campaign, which has been running for more than a decade, celebrates designated drivers as the unsung heroes of seasonal celebrations by offering a free second drink when they purchase a Coca-Cola Original Taste, Coca-Cola Zero Sugar or Diet Coke.
The promotion from Coca-Cola Europacific Partners (CCEP) is designed to help increase the overall dwell time and spend of small groups of families and friends visiting licensed venues during the festive season. After all, if the driver is happy, they’ll be happy to stay in a venue for longer.
Hero the Driver activation kits
From mid-November, licensees can request a free Coca-Cola Hero the Driver activation kit through My.CCEP.com and CCEP field sales teams, which includes an iconic Coca-Cola Christmas Truck with LED lights, A4 posters, window stickers, chalk boards and free stock*. Digital assets can also be downloaded for social media channels. Complimentary Schweppes PoS items will also be included and there are alternative stock offers via CCEP field sales teams.
The initiative will be supported by a PR and social media campaign, and a venue finder website will help consumers locate participating outlets. This will go live from 1 December.
Coca-Cola and Christmas
For more than 130 years, Coca-Cola trademark has been the world’s go-to soft drink during the festive season.
Colas are the no.1 soft drink in the on-trade at Christmas, accounting for one in three soft drinks served, and almost half of mixers[1]. The Coca-Cola range is ideally placed to cater for consumers looking for colas this Christmas, holding a 60% share of the category[2].
Karen Yates-Hills, away-from-home sales director at Coca-Cola Europacific Partners GB, said: “Coca-Cola’s brand purpose is about bringing people together and creating real magic – and after scaled-down festivities across the country last year, we wanted to, once again, enhance the Christmas experience for consumers when socialising outside of the home. The festive season is also a critical period for the recovery of the hospitality sector – pre-pandemic, soft drinks sales increased by 19% in wet-led pubs during December[3] – and we want consumers to keep safely supporting their favourite licensed venues by going out to celebrate.
“75% of consumers are expected to visit pubs, bars and restaurants over the festive period this year[4]. Whether they’ve agreed to take the night off drinking or are among the one in five people who are now teetotal[5], designated drivers are the ones who make special evenings out possible and get everyone home safely – and they deserve a thank you.”
*While stocks last. Other product offers available through CCEP field sales team
[1] Kantar | Worldpanel Division | Alcovision | On Trade Christmas Occasions = Q4 Special Celebrations, Sociable get togethers and Family Occasions 2019
[2] Kantar | Worldpanel Division | Alcovision | On Trade Christmas Occasions = Q4 Special Celebrations, Sociable get togethers and Family Occasions 2019
[3] Nielsen CGA Total Soft Drinks, Wet-led Pubs, uplift vs rest of year, average for 2018 and 2019
[4] CGA Christmas Report 2021
[5] ONS Survey 2019