The launch is supported by a number of music inspired in-store promotions throughout 2016 and a marketing campaign to strengthen the brand’s target consumers.
Stand out on-shelf-appeal
By refreshing its pack design the company hopes to stand out on the shelf and further differentiate the brand in the growing energy drinks sector.
Caroline Cater, operational marketing director, Coca-Cola Enterprises, told BeverageDaily, the investment into the Relentless brand comes as the energy drinks sector continues to see strong growth (+£27m), and the popularity of flavour variants keeps consumer interest high, according to Nielson consumer study.
“Coca-Cola Enterprises (CCE) is refreshing its £58m Relentless range with a new pack design and introducing a new flavour variant to further differentiate the brand in a crowded sector,” she said.
“The new look packs will see instantly recognisable branding across its portfolio of six flavours, which will create one stand out block on a shelf.
“The planned roll out in April 2016 will include £1 price mark packs across the single can range.”
Cater added, the Relentless marketing campaign focuses on ‘a lifestyle in a can’, targeting people with a passion for urban culture and music, and it is important it continues to offer a product that’s relevant in an increasingly crowded sector.
Passion Punch flavour
As part of the move, the brand will introduce Passion Punch to tap into the growing popularity of punch flavours in the UK and will be available in a 500ml can.
According to Dave Turner, trade communications manager, CCE, sales across the Relentless range grew by 13.6% in independent and symbol retailers in 2014 after a series of strong marketing campaigns, including the Relentless Ultra Presents Soundchain TV show on MTV Music, which drove sales with young adults.
"As innovation played a key part in the growth of the Relentless brand, we were excited to launch a cherry variant last year which has proved popular and is helping retailers to drive incremental growth,” he said.
"We also responded to feedback from Relentless fans and relaunched the Relentless sugar free variant as Relentless Origin Ultra to make the low-calorie messaging less prominent on-pack. With light options continuing to be a driving force behind the growth of energy drinks, the relaunch has worked well for the brand."
Other flavours in the Relentless zero calorie range include mango.
Nielsen predicts low-calorie variants are growing by 23% year-on-year and is currently worth £31m and will grow to £200m over the next five years, however, there is currently little consumer choice available in this growing sector.
Turner says with sales of future consumption packs growing by 13.5% in independents and symbols, energy drinks are no longer just an impulse buy for some shoppers, as they are increasingly looking for larger pack formats that can be taken home.
CCE is one of the world's largest independent Coca-Cola bottlers. It is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.
It makes, sells and delivers the following products in GB for The Coca-Cola Company (TCCC): Coca-Cola, diet Coke, Coke Zero, Coke Life, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau, , Powerade, Oasis and 5 Alive.
CCE in GB also makes, sells or delivers Monster, Relentless, Appletiser and Capri-Sun.