Coca-Cola European Partners (CCEP) is building on the success of Coca-Cola Energy, which generated almost £4 million worth of sales in 2019, by unveiling a new cherry-flavoured variant in a pink can for on-shelf stand-out.
Coca-Cola Energy Cherry is designed to help retailers capitalise on the demand for flavour innovation in the energy drinks sector by combining Coke flavour with naturally derived caffeine, B vitamins and guarana extracts, but with no taurine.
Coca-Cola Energy and Coca-Cola Energy No Sugar now also have an extra Coca-Cola taste and the cans have an enhanced look and feel that draws greater distinction between the two variants. All variants come with branded shipper trays that help deliver further stand-out in the chiller and bold new PoS to highlight to shoppers that the range provides an energy kick and the unique taste of Coke.
The three-strong Coca-Cola Energy range will be supported by a multi-million-pound marketing campaign kicking off in April. This includes out-of-home advertising, consumer sampling of more than a million samples and activation at some of the biggest music festivals across the summer.
Simon Harrison, vice president, commercial development at Coca-Cola European Partners GB, says: “Coca-Cola Energy helped to attract new consumers to the energy segment, with 86% of sales incremental to the sector (Europanel).
“With cherry flavoured colas worth £160 million and taking the mantel as the most preferred cola flavour in GB (Nielsen), Coca-Cola Energy Cherry will help the range appeal to a broader audience of both cola and energy drinkers. This new flavour variant in combination with the extra Coca-Cola taste of the original variants and new-look cans will no doubt help fuel sales for retailers this year and beyond.”