Coke launches Sprite 3G energy drink to take on Red Bull

by Ben Bold, Brand Republic 07-Sep-05, 12:00

LONDON - Coca-Cola Great Britain is launching into the energy drinks market and taking on leader Red Bull with the latest extension of its Sprite brand.

Sprite 3G will retain the lemon-and-lime flavour of the original Sprite but with the addition of three ingredients designed to revitalise consumers -- the three Gs, glucose, guarana and green coffee bean-derived caffeine.

The drink, which is Coke's first UK mass-market energy product, is scheduled to roll out across UK retailers from next month. The launch will be backed by a marketing campaign, with an emphasis on ambient media and a nationwide sampling campaign.

"Spite is a fantastic, growing brand, which has undergone a 12% increase in growth in the last two years alone," Cathryn Sleight, Coke marketing director, said.

"With pre-launch consumer feedback reinforcing Sprite 3G's great taste and refreshing credentials, we believe that Sprite 3G will answer a growing consumer demand for an energy drink that has a genuinely great, refreshing taste."

Sprite's other brand extensions include Sprite Z, a "zero added-sugar" version of the drink.

In October 2000, Coke launched niche energy drink Burn into the UK.

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