Coca-Cola Australia has launched Coca-Cola Energy, the first energy drink with a Coca-Cola taste. It features ingredients, including caffeine and guarana. It will start appearing in stores across Australia in 250ml cans and 4X250ml packs from June 26, 2019, and will also be offered in a no-sugar option.
“Coca-Cola Energy is an energy drink with a delicious and refreshing taste of Coca-Cola,” said Javier Meza, Coca-Cola global chief marketing officer, sparkling business.
“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.
Lucie Austin, marketing director, Coca-Cola Australia, 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 are launching Coca-Cola Energy with and without sugar, and we will continue to expand and diversify our range of products to offer Aussies a wider choice of drinks,” she added.
“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 (aged between 18 and 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.
