CCA announces the launch of new Coca-Cola Energy

Posted by AFN Staff Writers on 25th June 2019

Coca-Cola Australia today announces the launch of the first energy drink, Coca-Cola Energy.

The first energy drink launched under the Coca-Cola brand, Coca-Cola Energy features ingredients including caffeine and guarana. It will start appearing in stores across Australia from late June in 250ml cans and will also be offered in a great tasting no sugar option.

“Coca-Cola Energy is an energy drink with a delicious and refreshing taste of Coca-Cola,” said Coca-Cola Global Chief Marketing Officer, Sparkling Business, Javier Meza.

“We kept this at the heart of how we developed the recipe and are proud to offer it under the Coca-Cola brand, inviting people to try a new and different energy drink that is designed to complement upbeat and busy lives,” he said.

Coca-Cola Australia’s Marketing Director, Lucie Austin, said Coca-Cola Energy is the latest example of the company’s strategy to offer people a wider range of drinks for different lifestyles and occasions.

“We’re launching Coca-Cola Energy with and without sugar and we’ll continue to expand and diversify our range of products to offer Aussies a wider choice of drinks. We think it will appeal to busy people on the go who are looking for an extra energy kick with a great Coca-Cola taste,” she said.

Featuring a distinctive design, Coca-Cola Energy is aimed at young adults (18-39) and will be supported by an integrated marketing campaign. Coca-Cola Australia will not directly market Coca-Cola Energy to anyone under the age of 18 or promote it to be mixed with alcohol.

Coca-Cola Energy was launched earlier this year in markets including Spain, Hungary, and Great Britain and will roll out in additional markets throughout 2019.

Coca-Cola Energy will be available in stores nationally from June 26. It will be available in 250ml cans and 4 x 250ml packs. The range includes a no sugar option.