For years, Coca-Cola tried to make a dent in the lemonade market dominated by rival soft drink maker PepsiCo’s iconic Mountain Dew.
First unfortunately called Mello Yello, in 1979. Extreme Sports originated with extreme sports, in 1979 released interference and led to an ill-fated marketing campaign proclaiming “There is nothing that calms down”. Yeah, except for the name on the package. Mello Yello is still on the market, but distribution is limited.
Then Rise, the so-called Coca-Cola “fully loaded with lemon soda”. The drink was released in 1997 and discontinued due to poor sales in 2002
Undeterred by these setbacks, the Atlanta-based company has announced the national release of its newest citrus soda, Vault.
Coca-Cola hopes soda will target young adults looking for “a better combination of refreshment and energy boost”.
Stuart Kronauge, director, Flavor Brands, Coca-Cola North America, says Vault delivers a citrus taste with less carbonation than most sodas, and “high-octane refreshment” from energy-drink
Support helps take things to the next level by bringing the attributes of traditional soft drinks and providing energy to young adults. with taste, refreshment and an energy boost,” says Kronauge. It’s the foundation of hybrids in much the same way that sport-utility vehicles join the most desirable cars features and trucks offers
the best of both worlds in one appealing package.”
Hoping to make a dent in the stronghold that is Mountain Dews the common market, Coca-Cola released its high octane. campaign earlier this year on the ABC television show known as Super Sunday.
The idea behind the ads would be to show the strong nature of the guys in charge, and how buying a drink will motivate them to do a better job than their rivals. To see the ads, go to www.drinkvault.com.
In addition to the traditional campaign, sampling teams across the US will appear in the CXTs International CXTs, the largest production pickup truck.
It’s partnering with International on a “hybrid” theme like a monstrous vehicle that’s a cross between a big rig and a pickup truck. The parties divide the Vault into concerts, targeted retail outlets, sporting events and other areas frequented by young people.
While still new to the market, Vault has its supporters, notably Eric Karkovack and Avery Lund. The pair of soda aficionados have been campaigning since 2002 for the return of the Surge when they launched www.savesurge.org.
When Vault began testing itself, the two went straight to work with the creation of www.vaultkicks.org. On the site, Karkovack gave the new drink favorable reviews, saying it tastes very similar to Surge.
That proves to me, I seem to be stuck at Mount Dew. I found the taste of Snail to be too sweet and in the aftertaste too much orange flavor.
In the “high octane” rush, I was left largely uncompressed. The “kick” advertised on the bottle comes from a combination of caffeine and sugar. Halfway through the bottle, I felt sure. But it quickly subsided and left me with that caffeine head down.
In this respect, the Vault is more like NOS than high-octane gasoline.
