Coke backs Relentless energy drink with online marketing

by Emma Rigby Revolution UK

23 Mar 2006 - BrandRepublic

Coke is to launch its new energy drink, Relentless, with a website and viral communications.

Relentless is a new energy drink targeted at active people. Erasmus was appointed by Coca-Cola to develop the brand last October. It has come up with the message: "Give and you shall receive. No half measures." The idea was to focus on a struggle and sacrifice in the pursuit of a goal, and facing up to challenges.

The drink will be launched on the website with weekly virals seeded for six weeks.

Visitors to the site will be able to view an ad, which is to be shown across 1,000 cinemas in an eight-week push.

There is also an extensive point-of-sale push across thousands of outlets. Brand posters will promote specific events that Relentless is involved in over the next few months.