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On the heels of the successful launch of Full Throttle energy drink in late 2004, Coca-Cola North America is expanding its growth in the energy drink category with the introduction of Sugar Free Full Throttle. The product will hit shelves nationwide in mid-August, primarily at local convenience stores with additional availability in other retail locations, in 16-ounce cans and four-can multi-packs, at a price point of $1.59 to $1.99 per can. Sugar Free Full Throttle represents the next step for the Full Throttle brand, which is currently available in 78 percent of all convenience retail locations in the United States, according to ACNielsen. The Full Throttle brand's marketing campaign includes radio, print and outdoor advertising, as well as a national sampling program traveling to sporting events, concerts and college campuses. In addition, the “Deal Me In with Full Throttle” summer promotion ties Full Throttle to the “World Series of Poker” and Maxim, the country's best-selling men's lifestyle magazine.
Coca-Cola North America, Atlanta
(800) 438-2653; www.coca-cola.com