VEGEMITE ENERGY, OR PERHAPS JUST A 'BRAIN TONIQ'?
6. Relentless Energy Cherry
That Coke announced a refresh of its UK Relentless range in February – and swopped a Cherry for a Berry Juiced variety – is relatively unremarkable, but in doing so the brand revealed an interesting piece of consumer insight.
Coca-Cola Enterprises UK said it was re-launching sugar-free Relentless as Relentless Origin Ultra in a new silver and white can to target the brand’s core audience of 18-30 year olds.
“The transformation reflects consumer feedback which shows that, while shoppers enjoyed the benefits of the sugar-free Relentless variety – they preferred that the low-calorie message did not feauture as prominently on pack,” the company said.
So this repositioning tells us that, while healthy is cool with the ‘kids’ (OK, we’re stretching the word a little here), it’s not necessarily the kind of cool they want to shout about.