Soft drinks giant, Coca-Cola, is continuing the global rollout of its energy drink, Burn, with the launch of the brand in Ukraine.
The drink is being targeted at clubbers, athletes and even dozy workers but the main distribution point in Ukraine is the local disco.
“Now we are just building distribution, so it is too early to evaluate any progress,” said Igor Kirilyuk, public affairs and communications manager at Coca-Cola Ukraine. “Some activation plans will be implemented later in spring if we see the results.”
Kirilyuk said that the developed energy drinks segment in North America and Europe has helped Coke prepare for its Ukraine roll-out. “Coke’s move relies on the assumption that lifestyle changes in Ukraine lead to a craving for an energy buzz,” he added.
