ATLANTA -- Coca-Cola North America has announced that it is unleashing the power of Mexican luchador (wrestler) and movie legend, the Blue Demon, in the latest version of its popular energy drink, Full Throttle.
The new drink is also the first in the Coca-Cola product line with fully bilingual packaging, including labeling and nutritional information. The product will be competitively priced with other energy drinks on the market and features Blue Agave flavoring. And 16-oz. cans and point-of-sale (POS) materials display bilingual graphics.
Mexican masked wrestler Alexander Munoz [image-nocss] Moreno was known professionally as the Blue Demon. He began his career in 1948, becoming one of Mexico's most popular wrestlers. In 1964 he started a successful film career that ran through 1977 and included 25 action, horror and science fiction films.
The Blue Demon's legacy is now carried on by his stepson, known as Blue Demon Jr., who has become one of the top stars in Mexican wrestling.
The Full Throttle brand was introduced two years ago. The new line extension will be supported by a targeted marketing campaign to drive awareness, trial and retail velocity.
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