Coca-Cola Enterprises is refreshing its £58m Relentless range with a new pack design and the introduction of a new flavour variant.
The new look will be applied across the brand’s portfolio of six flavours, with the intention of creating one stand-out block on-shelf. The planned roll out in April will include £1 pricemarked packs across the single can range.
As part of the move, the brand will also introduce a new Passion Punch variant to tap into the growing popularity of punch flavours, and will be available in a 500ml can.
A new 4 x 500ml multipack in the brand’s best-selling Origin flavour will also launch in April this year.
The launch of the new packs will be supported by a number of music inspired in-store promotions across the year. The promotions will be linked directly to a new marketing campaign that aims to strengthen appeal among the brand’s target consumers.
The investment into the Relentless brand comes as the energy drinks sector continues to see strong growth (+£27m), and the popularity of flavour variants keeps consumer interest high.
Caroline Cater, Operational Marketing Director at CCE, said: “This new look and supporting marketing campaigns will help our customers promote the Relentless brand, with eye catching displays and money can’t buy promotions, that will continue to tap into the rising popularity of energy drinks.”