Cola-Cola Enterprises’ major energy brands Monster and Relentless are starting spring with a boost to their profiles. Relentless has seen its range revamped along with the launch of a brand new pack size, new PMP offering, new flavour and improved formulations, all supported by the brand’s biggest ever annual marketing investment.
Monster meanwhile, is boosting its impulse credentials with a £1.19 PMP run exclusively for independent retailers. Available throughout March, the £1.19 PMP will feature on packs of Monster Energy Original, Ripper, Khaos, Lo-Cal and Rehab Lemonade to help retailers boost consumer trial by offering extra value for money.
At Relentless, CCE is launching a 250ml can format of Relentless Origin. With a competitive rrp of 79p, the pack is designed to make branded energy drinks that are either under a £1 price point or that come in a 250ml format more easily accessible for consumers.
Building on its current range of six flavours, CCE is also introducing Relentless Lemon Ice – a sparkling energy lemonade drink. This refreshing new variant scored very strongly in consumer research and sits alongside the existing Relentless Energy Drink variants, Berry Juiced, Tropical Juiced and Orange, which have also benefitted from a reformulation that offers consumers a ‘best-ever’ taste.
To further support convenience retailers and drive trial of the brand, CCE will also be making available a new £1 PMP on 500ml cans of Relentless Origin, Apple & Kiwi, Lemon Ice and Sugar Free. Available in wholesale at certain promotional periods throughout the year, the first wave of £1 PMPs will be on offer throughout March.
