drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Today a taxi home ”
• “Hoy a casa en Taxi ”
COUNTRY Spain
TIMING 2014 > 2015
THEME
Drink-driving

CONTRIBUTOR

  • Pernod Ricard
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PARTNER(S)

  • myTaxi Spain
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OBJECTIVE

  • To promote responsible drinking. 
  • To reduce the number of drink drivers.
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DESCRIPTION OF THE INITIATIVE

  • Pernod Ricard and myTaxi joined together to promote the responsible consumption of spirits during Christmas time (1 December to 11 January 2015), a period when many family celebrations and company parties are organised.
  • The initiative promoted responsible consumption by offering a safe alternative to go back home by taxi by giving a 10€/person voucher to be redeemed through the myTaxi application after having consumed Beefeater, Absolut, Havana Club, Chivas, Ballantine’s, Ron Ritual or Plymouth in participating premises in Madrid and Barcelona. Customers who had consumed spirits were thus invited not to drive back home but instead use the myTaxi service.
  • To reinforce the messages of the "Today a taxi home" a dedicated website was launched that highlights the promotion, lists participating premises and offers practical information on responsible consumption.
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IMPACT

  • The target was to reach 200,000 people in Madrid and Barcelona during the Christmas season. This was surpassed as 380,000 were reached (+190%).
  • Around 200 premises in Madrid and Barcelona (bars or restaurants) took part.
  • More than 4,000 taxis took part.
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