Coke, AG Barr launch drives to compete with Red Bull

Coca-Cola’s Sprite 3G and Relentless and rival AG Barr’s Irn Bru 32 are to launch an advertising assault in order to ensure they provide serious competition to top-seller Red Bull in the saturated energy drink market.

Retailers say there is no more room on their shelves for new energy drinks unless the products are heavily supported by marketing.

Sprite 3G – launched last September (MW August 4, 2005) – will see massive support this year, involving television ads created by Lowe, outdoor and interactive elements, and a sampling campaign.

Relentless will also be heavily marketed and Barr is spending &£3m supporting new energy drink Irn Bru 32 (MW January 19).


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