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• “Designated Driver programme”
TIMING 2008 > 2009
- CCHCB (Coca-Cola Hellenic Bottling Company)
- To promote the designated driver concept and to educate consumers not to drink and drive.
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.
- 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.