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A Shot in the arm for sales

02 October, 2009
Page 76 

Coca-Cola Enterprises (CCE) has launched a new intense energy drink, the Relentless Shot.

The company says the product provides the same amount of energy as 250ml of regular Relentless, with each 50ml Shot containing 80mg of caffeine as well as vitamins B6 and B12.

According to CCE, Relentless is driving growth within energy, both in volume and value, and is currently worth 45m.

By capitalising on growing consumer need for instant energy, CCE aims to create an incremental opportunity with the launch by encouraging new users into the category.

The multi-million pound marketing spend behind the launch includes advertising, PR and national sampling.

To celebrate, CCE is giving away five prizes of three cases of Relentless Shots.