Coca-Cola Enterprises (CCE) is refreshing its £58m Relentless range with a new pack design and introducing a new flavour variant to further differentiate the brand in a crowded sector.
The roll-out will include £1 price-marked packs across the single can range.
As part of the move, the brand will also introduce a Passion Punch variant that is designed to tap into the growing popularity of punch flavours in Great Britain and will be available in a 500ml can.
There will also be a new 4 x 500ml multi pack in the brand’s best-selling Origin flavour.
The launch of the new packs will be supported by a number of music-inspired in-store promotions across the year. The promotions will be linked directly to a new marketing campaign that is intended to strengthen appeal to the brand’s target consumers.
Caroline Cater, operational marketing director at Coca-Cola Enterprises, commented: “For many, our Relentless range is a lifestyle in a can, targeting people with a passion for urban culture and music, so it’s important we continue to offer a product that’s relevant in an increasingly crowded sector.
“This new look and supporting marketing campaigns will help our customers promote the Relentless brand, with eye catching displays and money can’t buy promotions, that will continue to tap into the rising popularity of energy drinks.”