Absolut offers free taxis in anti-drink-driving campaignBy Melita Kiely
Pernod Ricard’s Absolut Vodka has partnered with Capital FM DJ Roman Kemp and Dirty Martini to offer free taxi rides home for revellers throughout December as part of its annual anti-drink driving campaign.
The second instalment of Absolut’s Better Journeys Home campaign aims to encourage responsible drinking during the Christmas period and deter partygoers from driving after consuming alcohol.
Open to anyone in London, Birmingham or Manchester in the UK, to be in with a chance of bagging a free ride home consumers must enter their details on Dirty Martini’s website: dirtymartini.uk.com/betterjourneyshome.
Adam Boita, head of marketing for Absolut, said: “Drink-driving figures are unfortunately continuing to rise, so we wanted to think of a creative and fun way to capture the attention of those who are most at risk on the roads.
“Teaming up with Roman Kemp and Dirty Martini, our aim is to encourage as many people as possible to seek out safer and better journeys home this festive season and beyond.”
To support the campaign, Absolut has created a 60-second animation, titled #BetterJourneysHome, which features Kemp and some of his friends.
Click the video below to watch the animation.