Vimto Soft Drinks has expanded its brand portfolio and is to launch a new premium sports and energy soft drink range into the impulse market after being awarded the license to use the Extreme brand by the Extreme Sports Company. An established brand with a global presence, Extreme has a heritage that began with the launch of the Extreme Sports Channel in 1999. It remains the world’s leading 24-7 TV channel dedicated to extreme sports and the associated lifestyle; its success has been down to the brand’s ability to recognise and cater for the emerging youth culture surrounding extreme sports.
The Extreme range consists of Extreme Energy and Extreme Sport, to meet more of the needs of the extreme sports lifestyle. The edgy bottle design, which has been in development for two years, breaks the category norm with a structural design that has been influenced by the urban environment and delivers very strong shelf stand out.
Extreme Energy is a carbonated stimulation drink, available in a black bottle containing caffeine, taurine, glucosamine and vitamins delivering much needed energy anytime required. It will be available via wholesale in 500ml RTD Price Marked Packs of £1.39, supported by a BOGOF launch promotion within Impulse.
Extreme Sport is a still tropical flavoured drink in 500ml RTD Price Marked Packs of £1.19. It is also supported by a BOGOF launch promotion within Impulse.
To support the launch of Extreme, sampling of both products will take place at up and coming events hosted and attended by the brand ambassadors during 2013 and beyond. The launch will also receive ongoing support from the brand’s continued presence on the Extreme Sports Channel and on extreme.com; a leading provider of action sports videos, which receives 1.8 million views per month.
Nina Kitchingman, Brand Manager at Vimto Soft Drinks, commented: “Extreme offers a new and unique proposition within the sports and energy soft drinks market. It will attract more consumers to the category through its association with a well known brand which is synonymous with extreme sports worldwide and part of an exciting and thriving international action sports community.
“Introducing the brand into our portfolio ensures we are continuing to offer something refreshingly different to the soft drinks market. Research shows that our target market love the look and taste of the range and we are confident that it will drive incremental growth in the market and additional profit for retailers.”
Extreme joins flagship brand Vimto, Sunkist, Levi Roots, Weight Watchers and Panda within the Vimto Soft Drinks portfolio, which has a combined value of £69m.
