@@img1ATLANTA, Feb. 17, 2006 – VAULT, the unique hybrid energy soda from Coca-Cola North America, will hit retail stores nationwide beginning this week with “The Taste. The Quench. The Kick.T” to appeal to young adults looking for a better combination of refreshment and energy boost. The national launch of VAULT follows on the heels of a successful debut in select U.S. test markets last fall.
VAULT is not a soft drink or an energy drink. Rather, it’s a first-of-its-kind energy soda that delivers the best attributes both categories have to offer. VAULT features a bold citrus taste with less carbonation than most sodas, and the high-octane refreshment of an energy drink.
Competitively priced with traditional soft drinks on the market, VAULT and VAULT ZeroT – a no-sugar version of the brand – will be available in new proprietary 20-ounce and 1-liter bottles, featuring a raised “diamond plate” pattern to provide an easier grip. More packages, including two-liter bottles and 12-ounce cans, will launch later this spring.
“VAULT helps take things to the next level by combining attributes from traditional soft drinks and energy drinks to provide young adults with the taste, refreshment and energy boost they’re seeking,” said Stuart Kronauge, director, Flavor Brands, Coca-Cola North America. “VAULT is a groundbreaking hybrid in much the same way sport-utility vehicles combine the most desirable features of cars and trucks. VAULT offers the best of both worlds in one appealing package.”
The launch of VAULT will be supported by an integrated marketing campaign, including television, radio, outdoor and print advertising, as well as point-of-sale advertising featuring the tagline, “DRINKS like a soda, KICKS like an energy drinkT.”
The VAULT television campaign made its national debut with two spots Feb. 5th during ABC’s pre-game broadcast on Super Sunday. The ads tap into the strong competitive nature of guys, illustrating how VAULT inspires them to get the job done – and done better than their rivals. In each spot, VAULT helps motivate guys facing everyday situations take things to the next level of competitiveness. For instance, in “Field Of Dreams,” a young father rearranges his own backyard – and several of his neighbors’ yards – to create a full-sized football field that will give his son sufficient room to hone his skills. A second ad features a young farmer replacing an under-performing scarecrow with the ultimate deterrent to patrol his fields, complete with fire-breathing and laser-shooting capabilities designed to ward off birds, gophers, rabbits and even hippies. To view the ads, go to www.drinkVAULT.com.
In addition to advertising, sampling teams will appear throughout the U.S. in VAULT-branded International CXTs, the world’s largest production pickup trucks. Hybrids themselves, these vehicles are a cross between a big rig and a pickup truck, and will distribute ice-cold VAULT at concerts, targeted retail outlets, sporting events and other locations frequented by young adults looking for high-octane refreshment.
The Coca-Cola Company is the world’s largest beverage company. Along with Coca-Cola, recognized as the world’s most valuable brand, the Company markets four of the world’s top five soft drink brands, including Diet Coke, Fanta and Sprite, 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 billion servings each day. For more information about The Coca-Cola Company, please visit our website at http://www.coca-cola.com