Providing the same amount of energy as 250ml of regular Relentless, each 50ml Shot contains 80mg of caffeine as well as vitamins B6 and B12.
UK energy is now valued at £535m and is the fastest growing sector at a rate of over +5.8% year on year. Relentless is currently driving growth within energy, both in volume and value and is now worth £45m. By capitalising on a growing consumer need for instant energy, Relentless aims to create an incremental opportunity with this launch by encouraging new users into the category.
Dave Leslie, brand manager for Relentless, said: “The energy shot moves away from the refreshing, longer drink commonly found within energy, to the immediately consumed, big energy hit that consumers require. Proximity to other impulse categories in-store is key to ensure success of this launch. Till-point merchandising is vitally important to capture impulse sales and, with this in mind, we’ve developed sales-ready case packaging, as well as a selection of merchandising and shopper communication solutions to educate consumers on the proposition.
“Essentially, the functional nature of shots has a much wider appeal to a bigger audience. Following the huge success of ‘Energy Shots’ in the US, we’re confident this launch will drive penetration and the overall result should be increased sales and value driven into the energy sector.”
The Relentless Shots launch will benefit from a multi-million pound marketing spend, which will include advertising, PR and national sampling. National six-sheet and motorway advertising will also be used with an aim to reach as broad an audience as possible. In 2009 alone, the Relentless media plan will reach 78% of its target market an average of 30 times.
POS materials will also be available from August and will include a range of till-point merchandising. Relentless Shots will be available to all accounts from the 31 July.
Source: The Coca-Cola Company
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