‘RELENTLESS’ SHOTS SET TO ENERGISE SOFT DRINKS MARKET
Coca-Cola Great Britain is highlighting its commitment to innovation with the launch of a new food supplement, ‘Relentless’ Shots. Building on the wide appeal of ‘Relentless’, the UK’s fastest growing energy drink*, and the success of energy shots in the American market, this activity is set to breathe new life into the energy segment. Backed by a communications campaign which will run from August, this targeted launch will reach out to consumers both new and old.
Capitalising on the growing consumer desire for an intense energy uplift, each ‘Relentless’ Shot is designed to dispense the same amount of stimulant as 250ml of regular ‘Relentless’ within a concentrated 50ml measure for immediate consumption.
At the heart of the launch is a wide-scale outdoor advertising campaign. 96, 48 and 6 sheets designed by Erasmus Partners will be unveiled around the UK, featuring the compelling tagline ‘Size is relative. Energy is absolute’, whilst commuters in the capital will be further targeted via digital screens on the London Underground system and national transvision digital outdoor advertising will feature at major railway stations across the country. Digital advertising, will be seeded onto a selection of key websites, whilst a mass sampling campaign will continue to tap into consumers and elevate their awareness of the product.
Cathryn Sleight, Marketing Director for CCGB, explains: “With the launch of ‘Relentless’ Shots, CCGB is offering people a new modern brand experience which is set to energise the growing segment. Diversification is key to building and maintaining a dialogue with consumers, and this direct to consumer campaign perfectly reflects this.”
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