Coca-Cola has launched a new energy drink on the Irish market, the company's Ireland division announced this week. BPM Energy, which is so far exclusive to Ireland, differs from other products on the market in that it is designed to be a 'daytime' energy drink.
The two fruit-flavoured variants, BPM Energy Hydrate and BPM Energy Focus, use glucose, ginseng and vitamins as the active ingredients. BPM Energy Hydrate contains vitamin C to replace lost vitamins and glucose to boost energy levels. BPM Energy Focus has ginseng extract and caffeine to help 'sharpen the mind' during tiredness. Both are lightly carbonated.
The drinks, which were formulated in Coca-Cola's R&D facility in Brussels, and researched and developed in Ireland, target in particular the young male consumer and packaging has been designed to attract this core audience. The product has a wider mouth allowing for easier 'glugability' and a foil backed label. Coca-Cola has also included a character called 'Jaxx' on the pack to communicate the products.
While there is currently a raft of energy drinks available in Ireland, few are targeted at daytime drinking. Steve Harrold, managing director of Coca-Cola Ireland, said: We are confident that BPM Energy will be a resounding success in terms of redefining and growing the energy sector of the soft drinks market."
He added that the launch confirmed the company strategy of product innovation and portfolio expansion.
The launch of BPM Energy will be supported by significant above-the-line and below-the-line campaigns, including TV, outdoor, cinema and Internet promotion. The 50 second TV ad depicts a series of lifestyle capsules typical of those experienced by a 19-year old male. The Internet will focus on the brand character 'Jaxx', and connect to relevant lifestyle websites. There will also be a sampling campaign targeting 'on-the-go' young males at various lifestyle locations such as universities and student libraries, said Coca-Cola Ireland.
BPM Energy will be available in over 7,000 outlets throughout Ireland. It is not known if the product will be rolled out to other European markets. Coca-Cola also markets the Burn energy drink in the UK, Germany and Spain.