Relentless chains Nick Grimshaw

Nick Grimshaw

Coca-Cola Enterprises (CCE) is driving awareness of its sugar-free Relentless range with the launch of a second series of Relentless Ultra Presents Soundchain, which will be fronted by television and radio presenter Nick Grimshaw.

The 6 x 30-minute music show will once again see a number of high profile acts performing live and being interviewed about what has been instrumental in shaping who they are as artists today.

Relentless Ultra Presents Soundchain will air on MTV Music from Friday 3rd July at 11pm and will be repeated on both MTV Rocks and MTV Live, targeted at the brand’s 18-30 demographic. This will be the first time Grimshaw has presented the show, which was previously led by Zane Lowe.

The collaboration is part of CCE’s investment in Relentless, which has grown by 3% over the last year. Retailers will be supported with in-store POS to help drive awareness of the collaboration and increase sales.

Caroline Cater, Operational Marketing Director at CCE, said: “Following the success of last year’s collaboration, we are pleased to announce Relentless’ partnership with MTV for a second year running with the exciting addition of Nick Grimshaw to this year’s programme, which will feature many of the biggest names in today’s music industry.

“We’re confident that this year’s partnership will have a positive impact for retailers, who will benefit from the increased brand awareness that the TV series will generate. Retailers should make the most of this exciting six-week programme and stock up on Relentless Ultra to help drive sales in-store.”

The new series follows the recent addition of Relentless Mango Ultra to the brand’s portfolio, which launched to meet the demand for tropical flavours during summer, as well as the popularity of sugar-free variants.