ATLANTA -- Several beverage companies have recently rolled out new energy drinks. The Coca-Cola Co. is launching Full Throttle Coffee, a creamy coffee and energy blend, in the U.S. Pacific Northwest and Southeast regions this month before rolling it out nationally in August. Made with 100% premium Colombian Arabica coffee and Full Throttle's energy and vitamin blend, Full Throttle Coffee comes in mocha, vanilla and caramel flavors. It will be available in 15-oz. aluminum cans.
The launch of Full Throttle Coffee will be supported by an integrated marketing campaign and a sampling plan to drive awareness and trial. All introductory marketing materials will feature the tagline, "Coffee. Fully Charged."
Packaging for Full Throttle Coffee Caramel will be bilingual, featuring both English and Spanish.
Full Throttle Coffee joins the Full Throttle energy drink family, which includes Full Throttle Original, Full Throttle Unleaded, Full Throttle Blue Demon and Full Throttle Fury. Beginning January 2009, the brand will assume the title sponsorship of NHRA's premier professional drag racing series. This marks the first major sports marketing play for Atlanta-based Coca-Cola North America's lead energy drink, which will be called the NHRA Full Throttle Drag Racing Series.
Meanwhile, Plano, Texas-based Dr Pepper Snapple Group has introduced Venom. The low-carbohydrate, low-calorie energy drink is available in Black Mamba, regular and Mojave Rattler.
"Venom will accelerate Dr Pepper Snapple's entry into the fast-growing energy drink market by delivering a jolt of energy in new killer packaging," said Charlotte Dimery, director of marketing for Venom. "Its piercing energy that strikes back in a new re-sealable bottle delivers something new and functional in the competitive energy landscape."
Venom's 16.9-oz. resealable aluminum bottle allows consumers to enjoy the product during multiple occasions.
The Venom energy blend contains caffeine, l-carnitine, guarana, ginseng and taurine. Venom Black Mamba and Mojave Rattler will be available at retailers nationwide for a suggested retail price of $2.29.
And Houston-based Innovative Beverage Group Inc. has taken an "anti-energy" approach, harnessing the calming effects of melatonin, valerian root and rose hips for its recently launched new beverage called "drank."
Long-used in herbal teas and for medicinal purposes, valerian root and rose hips contain calming agents that have been helpful for people suffering with insomnia and stress-related illnesses, according to the company; melatonin has recently become popular among consumers as a sleep aid and even a dietary supplement, it added.
The grape-flavored, carbonated beverage was developed with the hip-hop community in mind. From design to production, every aspect of this calming drink was inspired by artists like Ludacris, TI, Three 6 Mafia and the late DJ Screw, who embrace the hip-hop lifestyle that encourages people to "slow their roll" and capture a stress-free state of mind, the company said.
drank is available in more than 500 locations, including convenience stores in Houston, Dallas-Ft. Worth, Waco, Lubbock, and Austin, Texas; Baton Rouge, La.; Jackson, Miss.; Lafayette, La.; Las Vegas; Memphis, Tenn.; and Shreveport, La., among others. The pricing for a 16-oz. can (two servings) of drank ranges from $1.99 to $2.49. It contains 110 calories per serving.
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