Coke plans 3G cuts to boost Relentless

Coca-Cola is planning to increase advertising support for its energy drink brand Relentless next year at the expense of Sprite-branded energy drink, 3G.

It is understood that sales of Relentless have been strong since its launch earlier this year compared to Sprite 3G, which was introduced first but has failed to make an impact on consumers.

Industry insiders say consumers prefer Relentless because they do not realise it is a Coke brand. Coke is not planning any support for the Sprite product and is expected to drop it in the long-term.

One source says/ “The best way for Coke to market Relentless will be to keep the company name far away from the product.”

Retailers have expressed doubts about Relentless saying that its positioning as a convenience product clashed with its 500ml can size.

But the source adds: “3G has not done well, it tries to ride on the back of the Sprite branding but that was probably just a quick and easy way for Coke to enter the energy drinks market.”

Relentless, on the other hand, has succeeded in becoming an “underground” product for kids interested in skating and extreme sports.

Another retail insider says Coke is not planning a £10m mainstream TV campaign for the brand because this will alienate its core market. He adds: “Coke will continue to be clever and associate Relentless with rock concerts and sporting events. All credit to Coke for realising how to keep it credible.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here