Coca-Cola has debuted a new flavor in its hybrid energy drink Vault portfolio.
Vault Red Blitz made its entrance earlier this month at the Latin street festival Calle Ocho in Miami, which drew more than 1 million people.
Sampling will take place over the next 33 weeks at a number of national and regional events ranging from state fairs to NASCAR races. The drink, made by Coca-Cola, is targeted at the adult male.
Vault Red Blitz follows the launch of Vault and Vault Zero in February 2006. The drinks bridge both the energy drink and the soft drink categories featuring a citrus taste with less carbonation than most sodas. (PROMO Xtra, Feb. 22, 2006)
Coca-Cola said that the Vault brand is “exceeding expectations” and driving profitable growth for both the Coca-Cola system and the overall citrus category.
TV, radio, out-of-home, digital media and P-O-P support the product launch to drive trial.
The integrated campaign for the beverages carries the tagline: “Drinks like a soda, kicks like an energy drink.”
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