Just in time for Memorial Day and the official kick-off to summer, Coors Brewing Company is launching a new alcohol responsibility initiative designed to remind consumers that they hold the key to preventing drunk driving. The “You Hold the Key… Never Drive Drunk” campaign reminds adult consumers of the relatively simple solutions to preventing drunk driving, the most important being to plan ahead. The campaign will be supported through print as well as logos on all television, print, radio and outdoor ads.
The Coors “You Hold the Key… Never Drive Drunk” logo will appear in all Coors brand advertising in 2008 and be experienced by consumers when they see “You Hold the Key… Never Drive Drunk” advertising and bar/restaurant programs in 2009. The program has three primary elements:
Responsible Alcohol Server Training: Skills-based responsible alcohol server training is designed to provide participants the confidence, decision-making skills and information they need to prevent drunk driving as well as underage drinking.
Designated Driver Programs: Coors encourages the use of designated drivers. Programs will be available to encourage consumers to plan ahead and choose a designated driver or sign up to be a designated driver.
Taxi Cab Programs: CBC encourages consumers to use the 1-800TAXICAB national taxi dispatch service to plan ahead for safe alternate transportation home.
Coors will continue its partnership with MVParents.com and its “21 Means 21” logo will remain on all packaging.