Coca-Cola Debuts Sugar Free Full Throttle
Coca-Cola went Full Throttle in 2004 and is now readying the debut of Sugar Free Full Throttle, it’s latest energy drink.
The beverage, sold in 16-ounce cans and four-can multi-packs, will be available mostly in convenience stores within the next few weeks.
The Full Throttle brand has a 7.8% market share in the energy drink category, the Coca-Cola Co. said.
The company hopes that the new sugar-free version will keep the brand’s momentum going.
“Based on our results in test markets, we expect Sugar Free Throttle to increase consumption occasions among current energy drink users and appeal to new consumers seeking the raw energy Full Throttle provides,” said Mary Herrera, director of marketing for sports and energy drinks, Coca-Cola North America, in a statement.
Marketing support for the brand includes radio, print, outdoor and a national sampling program traveling to sporting events, concerts and college campuses. A free poker guide featuring Chris Moneymaker, the winner of the 2003 World Series of Poker, can be found at P-O-P displays.
In a related promotion, the Deal Me In With Full Throttle program ties to the World Series of Poker and men’s magazine Maxim. The sweeps dangles a seat at the 2006 World Series of Poker, one of 10 trips to Las Vegas, one of five trips to a Maxim Music Issue Party in New York and other prizes.
Consumers can enter the sweeps at Fullthrottleenergy.com.
