News Release
FULL THROTTLE® ENERGY DRINK GIVES COFFEE A 'KICK' WITH
LAUNCH OF NEW FULL THROTTLE COFFEE®
ATLANTA, June 27, 2008 -
Premium coffee gets "fully charged"
with the launch of Full Throttle Coffee, a creamy coffee and energy
blend set to be unleashed in the U.S. Pacific Northwest and Southeast
regions this month before rolling out nationally in August.
Made with 100 percent premium Colombian Arabica coffee and Full Throttle's
energy and vitamin blend, Full Throttle Coffee is sure to rev up taste
buds in mocha, vanilla and caramel flavors. It will be available in
15-ounce aluminum cans.
"Guys are increasingly looking for great-tasting beverage options
that will give them the extra 'kick' they need to conquer their day,"
said Rafael Acevedo, Senior Brand Manager, Energy Drinks, Coca-Cola
North America. "Full Throttle Coffee combines the smooth, rich
taste of coffee with the intensity that you can only get from a Full
Throttle Energy Drink."
The launch of Full Throttle Coffee will be supported by an integrated
marketing campaign and a sampling plan to drive awareness and trial.
All introductory marketing materials will feature the tagline, "Coffee.
Fully Charged," inviting Full Throttle fans to enjoy the
energy of Full Throttle in a great-tasting coffee. Packaging for Full
Throttle Coffee Caramel will be bilingual, featuring both English
and Spanish.
Full Throttle Coffee joins the Full Throttle energy drink family,
which includes Full Throttle Original, Full Throttle Unleaded, Full
Throttle Blue Demon and Full Throttle Fury. Beginning January 2009,
the brand will assume the title sponsorship of NHRA's premier professional
drag racing series. This marks the first major sports marketing play
for Coca-Cola North America's lead energy drink, which will be called
the NHRA Full Throttle Drag Racing Series.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company, refreshing
consumers with more than 450 sparkling and still brands. Along with
Coca-Cola®, recognized as the world's most valuable brand, the
Company's portfolio includes 12 other billion dollar brands, including
Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater,
Powerade®, Minute Maid® and Georgia® Coffee. Globally,
we are the No. 1 provider of sparkling beverages, juices and juice
drinks and ready-to-drink teas and coffees. Through the world's largest
beverage distribution system, consumers in more than 200 countries
enjoy the Company's beverages at a rate of 1.5 billion servings a
day. With an enduring commitment to building sustainable communities,
our Company is focused on initiatives that protect the environment,
conserve resources and enhance the economic development of the communities
where we operate. For more information about our Company, please visit
our website at www.thecoca-colacompany.com.
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To download high resolution images, please visit the press kit.
