Massachusetts Beverage Business


E! Entertainment

has partnered with Sean “Diddy” Combs and CÎROC ULTRA PREMIUM VODKA for the network’s “Drive Safe” multi-platform public action campaign which encourages responsible decision-making after a night of drinking and offers a solution to find a safe ride home.  This year’s campaign includes on-air spots that feature a variety of celebrities revealing who their designated drivers are, as well as easy online and wireless access to taxi services across the country.  Celebrities featured include Dave Annable, Kim and Kourtney Kardashian, Kat Von D, Tom Green, Karina Smirnoff, Maksim Chmerkovskiy, as well as “E! News” correspondents Jason Kennedy and Ashlan Gorse and “Daily 1O” hosts Debbie Matenopoulos, Catt Sadler and Sal Masekela.  In the spots, the celebrities are hanging out at a popular Hollywood nightclub and share with viewers who their designated drivers are, including some celebrity surprises . . . Tom Green’s is Kathy Griffin, Dave Annable’s is Molly Simms, Karina Smirnoff’s is Tom Bergeron, Shanna Moakler’s is Carmen Electra and Kendra Wilkinson’s is Hank Baskett (and his entire Philadelphia Eagles football team).  The key message of the campaign is to make smart decisions about responsible drinking.  To ensure that a safe ride home can be found easily, viewers are encouraged to text “DRIVESAFE” to 44264 from their wireless devices or log on to Eonline to receive taxi contact information in their area.

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