Coca-Cola Bows ‘Hybrid’ Soft-Energy Drink

Posted on by Chief Marketer Staff

Coca-Cola North America is kicking it up another notch, adding a new energy drink to its portfolio. The hybrid blend bridges both the energy drink and the soft drink categories.

The drink, called Vault, and its companion Vault Zero, a no-sugar version, hit stores beginning this week with a flurry of integrated marketing components including TV, radio, outdoor, print, P-O-P and sampling. The beverages will be available in 20-ounce and 1-liter bottles featuring a “diamond plate” pattern for an easier grip. Coming this spring are 2-liter bottles and 12-packs.

Coca-Cola is targeting young adults with the new beverage following successful tests last fall. The drink features a citrus taste with less carbonation than most sodas and the “high-octane” refreshment of an energy drink, the company said.

The integrated campaign carries the tagline: “Drinks like a soda, kicks like an energy drink.”

The TV spots debuted Feb. 2 and tap the strong competitive nature of guys. The ads, as well as tour and product information, can be viewed at a dedicated Web site, Drinkvault.com. An online lawn mower racing game is coming soon. A mobile tour began this month and ends April 1-3 at the NCAA Final Four in Indianapolis, IN. The Vault Assault includes 18 tricked out trucks that are a cross between a pick-up and a big rig. In the 21 foot-long trucks, girls will hand out samples of Vault at concerts, retail outlets, sporting events and other locales.

Last month, Coca-Cola launched another product with a kick. Coca-Cola Blak bowed in France and was expected to roll out across several other countries, as well as the U.S. this year. The lightly carbonated, mid-calorie beverage is a blend of Coca-Cola, real coffee and natural flavors. It is designed to appeal to adults, the company said. TV, print, outdoor and in-store materials support.

And last summer, the company debuted Sugar Free Full Throttle after launching regular Full Throttle in 2004.

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