ATLANTA, March 12, 2007 – VAULT RED BLITZT blasts into stores this week, riding the rocket of success scored by last year’s powerful launch of VAULTT and VAULT ZEROT. The new flavor features a citrus base injected with berry flavor and is designed to attract a broader set of consumers to the popular brand. VAULT was launched in February 2006 and is the first hybrid energy soda that Drinks Like A Soda, Kicks Like An Energy Drink®.
“VAULT is exceeding our expectations, driving profitable growth for the Coca-Cola System and growing the overall citrus category,” said Paul Wright, vice president, Sprite and Flavors, Coca-Cola North America. VAULT RED BLITZ was created to attract non-citrus drinkers to the growing category, including multi-cultural adult males seeking more from a sparkling beverage.
VAULT RED BLITZ will debut at Calle Ocho in Miami, the Latin street festival that annually attracts more than a million guests to the city’s largest annual party. Sampling will continue over the next 33 weeks at a variety of national and regional events from state fairs to NASCAR races to reach the broad adult male consumer target. Radio, out-of-home and digital, as well as point-of-sale materials also will support the new product launch to drive trial.
Strong support will continue for the VAULT trademark with a new ad campaign beginning in mid-March. Consumers will be entertained by television ads that playfully portray the VAULT guy, tapping into his love of competition and showcasing the beverage’s ability to deliver a “one-two punch of refreshergy.” Additionally, new radio, outdoor and digital and print advertising will support the base brand.
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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 nonalcoholic sparkling brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy 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 1.4 billion servings each day. For more information about The Coca-Cola Company, please visit our website at www.thecoca-colacompany.com.