Aitch steps up for Relentless


Coca-Cola Europacific Partners (CCEP) has unveiled a new campaign for its Relentless energy drink brand, fronted by rapper Aitch.

Not to be confused with ‘H’ from 90s bland dance-pop combo Steps – or the criminal mastermind from TV’s ‘Line of Duty’ – the baby-faced artist, who’s already racked up six top 10 hits and collaborated with the likes of Ed Sheeran, succeeds grime star Stormzy as the Relentless brand ambassador.

The #WithoutLimits campaign is spearheaded by a short tongue-in-cheek film in which Aitch imagines what a day without limits would look like in his hometown of Manchester.

This involves a jet-ski joyride on the Manchester waterways, emerging from a limousine flanked by white doves, and performing a rooftop parkour routine. Disappointingly, there’s no hint of a meet-up with Lisa, Claire, Faye and Lee for a quick rendition of ‘Tragedy’.

The film is supported with teaser videos, behind the scenes clips and other images. The campaign runs across YouTube, Facebook, Twitter and Instagram.

Also available now, shoppers can get their hands on Aitch x Relentless Origin limited edition 500ml cans which feature an on-pack promotion offering money-can’t-buy prizes. Twenty lucky winners will get to enjoy a fan day with Aitch, and ten runners-up will receive Aitch some merch.

Martin Attock, Vice-President, Commercial Development at CCEP, said: “Partnering with one of the top artists on the UK rap scene is something that we know will resonate well with fans of the brand.

“Combined, our #WithoutLimits campaign and on-pack promotion will drive even more shoppers into stores for a can of Relentless, especially as the on-the-go mission continues to pick up – and we’re urging retailers to take advantage.”