US: Coca-Cola rolls out Full Throttle “energy” coffee line
Coca-Cola North America is introducing a new "energy" coffee line to its Full Throttle range to be rolled out in the US this month.
The new addition, Full Throttle Coffee, will be rolled out in the US Pacific Northwest and Southeast regions this month before rolling out nationally in August.
Made with Colombian Arabica coffee and Full Throttle's energy and vitamin blend, Full Throttle Coffee will be available in mocha, vanilla and caramel flavours in 15-ounce aluminium 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 roll-out 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", and 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.
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