Designated drivers will get to enjoy free non-alcoholic CocaCola drinks at selected venues in Auckland and Wellington over December and January thanks to a partnership between Coca-Cola NZ and selected hospitality groups including SkyCity in Auckland and the Wellington Hospitality Group (WHG).
The Designated Drivers programme has been developed in an effort to remind people about keeping safe on the roads, and to celebrate those that do, at such busy time of year.
Designated drivers simply TXT ‘driver’ to 345 to receive three mobile coupons to be redeemed for free Coca-Cola drinks at selected Auckland and Wellington bars and restaurants across the city. The vouchers can be used on a range of beverages from the Coca-Cola portfolio including Coke, Coke Zero and the Schweppes range.
“Drink-driving is an issue that can be avoided. We want to celebrate those designated drivers by shouting free Coca-Cola drinks to say thanks for keeping your mates safe while enjoying a Christmas party or night out,” says Pip Mearns, CocaCola Brand Manager.
Ministry of Transport statistics show alcohol and drugs were a contributing factor in 88 fatal traffic crashes in 2015, resulting in 90 deaths and 409 serious injuries*. Young drivers are more than twice as likely to have speed or alcohol as a contributing factor in a crash, compared with drivers over the age of 25**.
“We’re grateful to have the support of our hospitality partners and the endorsement of Auckland Transport to help bring this pilot programme to life,” Mearns says.
Auckland Transport Walking, Cycling and Safety Manager Kathryn King says, “We commend any campaign or messaging that encourages sober driving, particularly throughout the festive season.”
Coca-Cola’s Designated Drivers programme has run successfully in the UK for the past 10 years, but this is the first time it will be available to New Zealanders.
“We’re trialling Designated Drivers in Auckland and Wellington and if successful, we would like to see it rolled out more widely to bars, restaurants and other venues throughout the country,” Mearns says.
How it works
Designated drivers TXT “driver” to 345. Coca-Cola immediately TXT a link back to the sober driver’s phone. The link opens a CocaCola branded Designated Driver mobile site which gives them three mobile coupons to use for free drinks at the selected bar/venue. Sober drivers simply show their phones to the bartender who activates the coupon. Each coupon can only be used once. Coca-Cola advertisements running on digital outdoor sites will show the sober driver’s name, thanking them for being a driver for their mates that night. The sober driver can use the service again on another day.
* Ministry of Transport, Alcohol and drugs 2016
** Ministry of Transport, Young Drivers 2016
