Last August, Coca-Cola unveiled the fruit-flavoured Relentless Inferno as part of a £1.7m spend on the brand. This year, it added the third variant, Relentless Juiced Energy, which contains 50% fruit juice.
Relentless, which launched in February 2006, is aimed at 18- to 40-year-old men and has sales of £25m, according to Nielsen. It uses the slogan 'No half measures'.
Coca-Cola is spending £5m promoting Relentless this year. The push includes advertising, sponsorship and sampling aligned to the core market's interests, such as action sports, motorcycle-racing and rock music.
The glucose and stimulant drinks market grew by 25% last year to £481m, according to Nielsen.
_1.jpg)
.jpg)
