Great news in the energy drink category greets fans and convenience store retailers alike this spring. A new energy drink will appear on store shelves, invigorating the category with a special formula and a powerful package. NOS® Active Energy Drinks have natural caffeine and electrolytes, with only 20 calories per bottle. Its 22 fluid-oz. grip bottle clearly communicates the consumption occasion while standing out on-shelf.
“The energy category has experienced tremendous growth over the past few years and innovation is a huge driver 1,” says Clint McKinney, director of Category Operations, Coca-Cola Refreshments. “Meaningful, game-changing innovation – beyond flavor extensions and package variety -- is vital to be competitive.”
The creation of a new formula and unique package is in response to significant consumer insights relevant to the NOS® brand.
“NOS Active Energy Drinks are designed to meet active-occasion needs for consumers who want a noncarbonated, low-calorie energy drink with natural caffeine and electrolytes,” explains McKinney.
A Good Fight and Marketing Might
Driving awareness to the low-cal alternative, The Coca-Cola Company is partnering with The Ultimate Fighter on FX and leveraging the relationship with mixed martial arts star Georges St-Pierre.
In addition, the launch involves sampling in 12 key markets across the country, targeting young adult males at local Mixed Martial Arts (MMA) events, college campuses, military bases and NASCAR® races. The introduction is further supported with in-store point-of-sale (POS) and merchandising elements.
Activating NOS Active
NOS Active Energy Drinks are a robust choice for retailers, providing a potent extension to the successful NOS brand and true category innovation in an arena that thrives on originality.
As an added incentive for trial, the 22 fluid-oz. package will be priced in line with 16 fluid-oz. cans of NOS Energy Drink and offered in combos employing a 2/$3 strategy. That enables shoppers to purchase a 16 fluid-oz. NOS and a 22 fluid-oz. NOS Active for $3.
Enliven your energy drink selection with NOS Active by accessing in-store merchandising tools on Coke Catalog and POS materials on Design Machine (select NOS Active Energy Drinks under the Marketing Brand filter). For program details, contact your Coca-Cola representative.
1 Nielsen Total US AMC – YTD through 7/28/12 and WE 9/15/12