Relentless launches energy shot variant

Coca-Cola is rolling out a shot version of its Relentless energy drink in the UK, with the launch to be supported by a wide-scale outdoor campaign.

Relentless
Relentless

Relentless Shots will be 80mg in size and contain the same amount of energy as the standard 250ml can already available in the UK.

Brand manager Dave Leslie says the “functional nature of shots has a much wider appeal to a bigger audience”.

Leslie adds that in the US, the energy shot market is predicted to be worth £500m by the end of the year, with shots to represent 11% of the $4.7bn energy sector.

Drink brands are now hoping to emulate the US success in other markets such as Europe.

The UK launch of Relentless Shots will be supported by a campaign due to break next week.

Created by Erasmus Partners, it will be led by outdoor ads and supported by online activity, sampling, point of sale and PR.

Earlier this year Viva Beverages, a US drinks company, launched its single-shot energy drink, Quick Energy in the UK.

The 59ml shot has been positioned as a “more convenient” energy drink for people with busy lives.

Red Bull has also recently launched a shot variant in the US and is planning to roll it out in the UK.

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