Relentless readies “no half measures” campaign

Coca-Cola’s energy drink Relentless is readying a global integrated campaign to underpin the brand’s “no halfmeasures” messaging.

The “Virtues” campaign will centre around high-definition cinema creative, its first global digital “hub”, outdoor and sampling.

The cinema creative features Gallows guitarist Steph Carter, Jiu-Jitsu athelete Roger Gracie, street dancer Zoe Green and BMX rider Mark Webb. The 60-second ads are soundtracked by Chase & Status and will air in cinemas from 13 May.

Relentless Energy’s brand website will provide videos, articles, reviews and features involving the campaign’s ambassadors. The content will be integrated with YouTube, Twitter and Facebook.

Sam Grant, Relentless spokesman, says the campaign aims to “stir and awaken” consumers with the brand’s “energetic” spirit.

The glucose and stimulant drinks sector rose 18.7% in value to £674m in 2010. The sub-category now has 10.2% market share in the take-home sector, according to the Britvic Soft Drinks Report.

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