@@img1Atlanta, GA – November 9, 2006 – Coca-Cola North America today announced that it is unleashing the power of Mexican luchador (wrestler) and movie legend, the Blue Demon, in the latest version of its popular energy drink, Full Throttle.
Full Throttle Blue Demon is a great, crisp beverage alternative for guys, ages 20 to 30. The beverage is formulated to help guys get through their busy workday.
The new drink is also the first in the Coca-Cola product line with fully bilingual packaging, including labeling and nutritional information. The product will be competitively priced with other energy drinks on the market and feature the unique and exotic taste of Blue Agave flavoring. Sixteen-ounce cans and Point of Sale materials display bilingual graphics.
“Full Throttle Blue Demon delivers everything guys have come to expect from Full Throttle energy drinks, and gives them the fuel they need to face any challenge all day long,” said Rafael Acevedo, Senior Brand Manager, Energy Drinks. “This is a drink designed specifically for men who know the meaning of hard work, and no one captures the essence of this better than the Blue Demon, one of Mexico’s first and most enduring lucha libre stars.”
Mexican masked wrestler Alexander Munoz Moreno was known professionally as the Blue Demon. He began his career in 1948, becoming one of Mexico’s most popular wrestlers. In 1964 he started a successful film career that ran through 1977 and included 25 action, horror and science fiction films.
The Blue Demon’s legacy is now carried on by his stepson, known as Blue Demon Jr., who has become one of the top stars in Mexican wrestling.
The Full Throttle brand has skyrocketed since its introduction two years ago, surpassing dozens of other beverages in the energy drink category to become the fourth-largest energy drink brand. The new line extension will be supported by a targeted marketing campaign to drive awareness, trial and retail velocity.
About The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company. Along with Coca-Cola(R), recognized as the world’s most valuable brand, the Company markets four of the world’s top five soft drink brands, including Diet Coke(R), Fanta(R) and Sprite(R) and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate exceeding 1.3 billion servings each day. For more information about The Coca-Cola Company, please visit our website at http://www2.coca-cola.com.