Cabana Soft Drinks Launches Safe Drinking Campaign with THINK!
Cabana Soft Drinks, the prominent UK dispense soft drinks specialist, launches a new Safe Drinking campaign specifically designed for independent pubs and clubs, in support of the Department for Transport’s THINK! Christmas drink driving campaign.
Cabana will give participating independent publicans fresh advice and dedicated marketing support tools to encourage designated drivers not to drink drive this festive season.
The campaign, which includes a consumer prize draw, ensures the safe driving message and the option of draught soft drinks is highly visible at the point of purchase. It targets male drivers under 25 in particular, as they have had the highest incidence of failing a breath test after being involved in a road accident in which someone was injured*.
Road Safety Minister, Stephen Ladyman, said: "It is a measure of the unacceptability of drink-driving that so many organisations have joined us to push home the message to motorists: you can't calculate your own alcohol limit, so don't try.
"Drivers need to remember that if they are going to drink, they should either leave their car at home or get someone else to drive."
Terry Bates, managing director of Cabana Soft Drinks, says: “By supporting the THINK! campaign, Cabana can help publicans to communicate the government’s safe drinking message direct to consumers in independent venues across the UK, extending the reach of the THINK! campaign.”
Publicans participating in the campaign will receive a free integrated marketing support pack from Cabana Soft Drinks, to include A3 posters, tent cards and instant-win scratch cards, each branded with the THINK! logo and drink driving and responsible drinking messages. Cabana will also provide seasonal advice and “mocktail” recipes designed to make soft drinks more festive and appealing to designated drivers.
Consumers who order draught soft drinks, such as cranberry juice, lemonade, cola and orange juice, in participating pubs will have a chance of winning one of a range of prizes. These will include driving days at a famous UK race track, PS2 game consoles and World Rally Championship 4 games.
Publicans interested in participating in the Cabana Safe Drinking campaign should contact Cabana Soft Drinks on 01925 296969, or visit www.safedrink.co.uk.
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Date: 30 November, 2005
