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• “Driver's Corner Bacardi B-Live”
COUNTRY Slovakia
TIMING 2007 > 2007
THEME
Drink-driving

CONTRIBUTOR

  • Bacardi-Martini
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PARTNER(S)

  • Coca-Cola Company
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OBJECTIVE

  • To raise awareness about the risks and dangers of drink-driving.
  • To promote the designated driver concept as a safe alternative.
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DESCRIPTION OF THE INITIATIVE

  • Bacardi B-Live cruise on the Danube river consisted of dance shows, cocktails, music and cocktail shows.
  • Stewards were in charge of checking the age of clients.
  • Consumers were made aware of and encouraged to take part in the Driver's Corner when entering events.
  • Designated drivers were able to purchase non-alcoholic cocktails during the cruise. Upon leaving they were offered a breathalyser test. If the test was negative they were given back the money spent on the non-alcoholic cocktails.
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IMPACT

  • In 2007, 26 people registered at the Driver's Corner, 13 of which took the voluntary breathalyser test and were reimbursed.
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EVALUATION

  • Clients thought it was a brilliant idea to think about drivers and reward them.
  • They liked the offer of non-alcoholic cocktails as an alternative to ordinary soft drinks.
  • They understood that the idea behind the campaign was to raise awareness of responsible consumption and not a brand promotion.
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