Leading soft drinks manufacturer Britvic is looking to raise a glass to designated drivers in pubs over the summer months by supporting the Government’s THINK! road safety campaign. Britvic will use the Pepsi brand to give drivers and other pub-goers even better value for money and encourage them to stay on soft drinks while enjoying a day or evening out.
With drink driving accounting for 380 road deaths in 2009, Britvic is working with the Department for Transport’s THINK! Driver Friendly campaign to support more than 1,000 outlets from May with special deals to encourage drivers to stick to soft drinks. The Driver BOGOF kits will contain staff pin badges, strut cards, table talkers, posters and managers’ notes highlighting that designated drivers get their second Pepsi free.
Encouraging responsible drinking
Mike Penning MP, Road Safety Minister, said:
"Last year 380 people were killed in accidents where a driver was over the limit.
"That is why it is great news that Britvic is teaming up with the THINK! Driver Friendly campaign to help make it easier for drivers to stick to soft drinks when they're out over the summer.
"Our message is clear: don't drink and drive."
Noel Clarke, Pepsi Brand Controller at Britvic, said: “Drink driving is understandably a very serious issue and as a key supplier to the on-trade, we want to play our part. Not only will our promotional material encourage drivers to stick to soft drinks, but it will provide publicans with reasons to keep their customers in their pubs and increase dwell time. Pepsi has a track record of delivering great value to both our customers and guests. We know that designated drivers can often feel a little excluded from the get together down the pub, so ‘driver friendly’ soft drinks promotions can help them to enjoy their night out.”
In addition to this ‘driver friendly’ promotion, Britvic is also providing licensees with Go Large For Free and Free Refill With Meal kits as part of the Pepsi brand’s wider Pepsi Gives You More campaign. The initiative is designed to highlight simple solutions for our customers to drive trade.