Relentless (drink)

Infobox Beverage
name=Relentless


type=Energy drink
manufacturer=The Coca-Cola Company
origin=UK
introduced=August 2006
related= Lucozade, Red Bull, Lipovitan

Relentless is the brand name of an energy drink created in 2006 by Coca-Cola, similar to other energy drinks such as Red Bull, because of its similar, although sweeter, taste. Relentless contains 32mg of Caffeine per 100ml, in a standard can size of 500ml (16.9 US fl oz), or about 160mg of Caffeine in total. It also contains sugar, carbonated water, inositol, taurine (0.4% volume), citric acid, guarana, colours (caramel E150d, and E104) glucoronolactone (0.24% volume), acidity regulator (E331), preservatives (E202, E211), vitamins (niacin, pantothenic acid, B6, and B12). [cite news | first= | last= | coauthors= | title=Coca-Cola launches rival to Red Bull | date=2006-02-09 | publisher= | url =http://www.manchesteronline.co.uk/food/s/203/203862_cocacola_launches_rival_to_red_bull.html | work =Manchester Online | pages = | accessdate = 2007-03-28 | language = ] [ cite web|url=http://www.alcopedia.net/index.php/Relentless |title=Relentless |accessdate=2007-03-28 |work=The AlcoPedia ] Relentless is suitable for vegetarians. [cite web|url=http://www.coca-cola.co.uk/faq/ |title=Coca Cola Frequently asked Questions |accessdate=2008-03-14 |work =Coca Cola ]

Relentless

Relentless is sold in 500ml cans and is aimed at those with high energy needs. [ cite web|url=http://www.canmakers.co.uk/industry/size_usage.asp |title=Sizes and Usages |accessdate=2007-03-28 |publisher=The Can Makers ] The product's label includes a caution stating that Relentless is not suitable for children, pregnant women or those sensitive to caffeine [cite news | first= | last= | coauthors= | title=Coca-Cola launches rival to Red Bull | date=2006-02-09 | publisher= | url =http://www.manchesteronline.co.uk/food/s/203/203862_cocacola_launches_rival_to_red_bull.html | work =Manchester Online | pages = | accessdate = 2007-03-28 | language = ] . The drink has a distinctive dark brown colouring, showing the muscles of a human's neck/head/shoulder area, and is marketed to provide continuing energy with the slogan of "No Half Measures" (a reference to the can size, which is twice that of Red Bull) but Coke implies it refers to an encouragement to not to settle for less than your best. fix
link=Wikipedia:Citation needed
text=citation needed
class=noprint Template-Fact
title=This claim needs references to reliable sources
date=June 2008
cat=
cat-date=Category:Articles with unsourced statements Like similar drinks it is sometimes mixed with vodka to create a cocktail.

Previous claims that part of the original wording said- "Take more risks, don't suffer for your art!" are entirely false. Coke states that this wording has never been used by Relentless. 'Suffer for your art' is however used on can copy and continues to be included in advertising.

Relentless was introduced to the New Zealand market in May 2008 by Coca-Cola Amatil. It is only available in a 440ml can.

Ingredients: Carbonated Water, Sugar, Citric Acid, Taurine (0.4%), Glucuronolactone (0.24%), Acidity Regulator (E331), Colour (Caramel E150d), Favourings, Preservative (E202), Caffeine, Inositol, Vitamins (Niacin, Pantothenic Acid, B6, B12), Guarana.

Relentless Inferno

In July 2007, Coca Cola announced a new variety - "Relentless Inferno". This contains the same amount of energy and caffeine as the original Relentless, but has orange flavouring, giving a similar taste to other orange soda/ soft drinks on the market. Subsequent to the introduction of the 'Inferno' variation, a 'Juiced' flavour was released, this contains 50% real fruit juice, although which juice exactly is questionable , marketing for this version is targeted towards the drinker using the drink to wake up; it was introduced as a market response to 97% of people saying they need energy but only 30% buying energy drinks.

In the UK Relentless inferno was introduced for free in the Relentless Tents at the Leeds and Reading Festivals in 2007, on entry to the tent everyone received a free can of the new flavour relentless.

Relentless Juiced Energy

In March 2008 a new variety of relentless was released - "Relentless Juiced Energy". The energy juice drink is made with 50% orange and tropical juice, but like Inferno, still contains the same amount of taurine and caffeine. The drink has a noticeable green can with a jungle design.cite web
url=http://www.talkingretail.com/products/7265/Coca-Cola-to-launch-new-Relent.ehtml
title=Coca-Cola to launch new Relentless Juiced Energy
publisher=talkingretail.com
accessdate=2007-11-02]

ponsorship

Relentless sponsor various teams and athletes from the core sports in the UK.

In October 2006, Relentless teamed up with Motorcross Team Rob Hooper's Suzuki to create "Relentless Suzuki." Lewis Gregory, Jamie Law and Alex Snow are the riders for the team, which will compete in all the major UK and European MX2 events.

Relentless also teamed up with TAS Suzuki, a Northern Ireland-based motorcycle road racing team, and the team is now known as "Relentless Suzuki by TAS Racing". The team fields bikes in the British Superbike Championship, with riders Michael Laverty in the Superbike class and Ian Lowry in the Supersport class (which was won by Laverty in 2007 on the Relentless Suzuki). Cameron Donald and Bruce Anstey race at International road racing events, such as the Isle of Man TT, North West 200, and Ulster Grand Prix, for the team. Donald and Anstey recorded a 1 - 2 for the team in the first race of the 2008 TT, the Dainese Superbike Race. Relentless was the title sponsor of Faithless frontman Maxi Jazz in 2006 during his Porsche Carrera Cup Great Britain campaign.

Relentless was a main sponsor of the Reading and Leeds festivals in 2007. There were large stalls shaped like giant Relentless cans solely dedicated to selling the drink. There were also copious flags and signs dotted around the festival sites.

Relentless has renewed the sponsorship of the Leeds and Reading festivals for 2008 after Carling discontinued their sponsorship of the music festival.

In July 2008 Relentless was seen to be drunk by the UK's conservative leader David Cameron, who used the Relentless slogan to attack the Labour Government, telling them to wake up.

In 2008 it was sponsor of the Kerrang Tour 2008, and co-sponsor - along with Vans and Rock Sound - of American supergroup *shels' UK tour.

ee also

* Red Bull
* Lipovitan

References

External links

* [http://www.relentlessenergy.com Official Site]
* [http://www.manchesteronline.co.uk/food/s/203/203862_cocacola_launches_rival_to_red_bull.html Press release]