Coke Adds Coffee Kick to Full Throttle Energy Line

Coca-Cola is giving its Throttle beverages a kick with new coffee-flavor varieties.

Those consumers who tend to get drowsy downing energy drinks need worry no longer: The Coca-Cola Co., owner of the Full Throttle energy beverage brand, is rolling out three flavors that add premium coffee to the Full Throttle energy and vitamin blend.

The new coffee-based flavors—mocha, vanilla and caramel—roll out in the Pacific northwest and southeastern regions of the country this month, with nationwide release in August. The flavors come in 15-ounce cans similar to the packaging of the four existing Full Throttle varieties.

The product launch will be accompanied by an integrated marketing campaign built around the slogan, “Coffee. Fully Charged.” Coca-Cola will also run a sampling program around the new flavors. Packaging for the Coffee Caramel variety will feature both English and Spanish messaging.

Meanwhile, Full Throttle is gearing up to assume sponsorship of the National Hot Rod Association’s professional drag racing competitions in January 2009, which will be re-named the NHRA Full Throttle Drag Racing Series. This will mark the brand’s first large-scale engagement in sports marketing.