News

US: Coke launches CSD/Energy ‘hybrid’

Most popular

The just-drinks analyst returns

Heineken must cut costs to aid recovery - analysis

Interview - Treasury CEO Mike Clarke - Part II

The just-drinks analyst returns

Alcohol & hypertension - What does your diet do?

MORE

Coca-Cola North America has announced the nationwide launch of a new 'hybrid' soft drink. The company said late last week that Vault, which is neither a soft drink nor an energy drink, will be rolled out this month across the country after successful debuts in select US test markets last autumn.

The drink is described as "a first-of-its-kind energy soda that delivers the best attributes both categories have to offer. Vault features a bold citrus taste with less carbonation than most sodas, and the high-octane refreshment of an energy drink."

Vault Zero, a no-sugar version of the brand, will accompany the drink on launch. Both will be available in 20-ounce and 1-litre bottles, featuring a raised 'diamond plate' pattern to provide an easier grip. More packages, including two-litre bottles and 12-ounce cans, will launch later this spring.

The launch will be supported by an integrated marketing campaign, including television, radio, outdoor and print advertising, as well as point-of-sale advertising featuring the tagline, 'DRINKS like a soda, KICKS like an energy drink.'

"Vault helps take things to the next level by combining attributes from traditional soft drinks and energy drinks to provide young adults with the taste, refreshment and energy boost they're seeking," said Stuart Kronauge, director, flavour brands, Coca-Cola North America. "Vault offers the best of both worlds in one appealing package."


Sectors: Soft drinks

Related Content

Coke Energy will make Coke brand

Coke Energy will make Coke brand "edgier" - Coca-Cola European Partners CEO...

The Coca-Cola Co

The Coca-Cola Co "doesn't share energy drink plans with us" - Monster Beverage Corp CEO...

The Coca-Cola Co launches Coke-flavoured Tic Tacs - just-drinks comments

The Coca-Cola Co launches Coke-flavoured Tic Tacs - just-drinks comments...

PepsiCo's Rockstar buy takes energy drinks fight global - comment

PepsiCo's Rockstar buy takes energy drinks fight global - comment...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?