drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Designated Driver programme”
COUNTRY Hungary
TIMING 2008 > 2009
THEME
Drink-driving

CONTRIBUTOR

  • Bacardi-Martini
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PARTNER(S)

  • CCHCB (Coca-Cola Hellenic Bottling Company)
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OBJECTIVE

  • To promote the designated driver concept and to educate consumers not to drink and drive.
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DESCRIPTION OF THE INITIATIVE

  • During regular on-trade Bacardi-Martini brand promotions, consumers who signed up as designated driver for the evening were offered three soft drinks during the night.
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IMPACT

  • In 2008 (April to June) 100 on-trade promotions took place and 500 consumers were designated driver.
  • In 2009 38 on-trade promotions took place and 1,900 consumers were designated driver.
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