Relentless

Type	Energy drink
Manufacturer	The Coca-Cola Company
Country of origin	United Kingdom
Introduced	August 2006
Related products	Lucozade, Red Bull, Lipovitan

Relentless is the brand name of an energy drink created in February 2006 by The Coca-Cola Company, similar to other energy drinks such as Red Bull, because of its similar, although sweeter, taste.

[edit] Relentless

Relentless is sold in 500-ml cans and is aimed at those with high energy needs. The product's label includes a caution stating that Relentless is not suitable for children, pregnant women or those sensitive to caffeine^[1]. The can 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 a standard 250-ml can of Red Bull) but The Coca-Cola Company implies it refers to an encouragement not to settle for less than one's best.

Previous claims that part of the original wording said "Take more risks, don't suffer for your art!" are false. The Coca-Cola Company 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.^{[citation needed]}

Relentless was introduced to the New Zealand market in May 2008 by Coca-Cola Amatil. It is only available in a 440-ml can. In April 2009, CCA replaced the Relentless drink range with the Mother Energy Drink range with Inferno included, which is imported from Australia.

On each can of Relentless is a short poem. On the original can there is no mention of who wrote it, but on the Inferno and Juiced flavours they are credited to Lord Byron and William Wordsworth respectively.

[edit] Film Making

Relentless Energy have produced 2 feature length documentary films which focus on the area of extreme sports. The First which was released in May 2009 called "Powers Of Three", which is a surf documentary set in Ireland and was available to watch for free on the Relentless Website. The follow up film, "Lives Of The Artists" is due to be released in October 2009.

[edit] Ingredients

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, B3, B5, B6, B12), Guarana.

Relentless contains 32 mg of Caffeine per 100 mL, in a standard can size of 500 mL (16.9 US fl oz), or about 160 mg 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).^[1][2] (Not suitable for young children)

[edit] Varieties

[edit] Relentless Inferno

In August 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.

In the UK Relentless Inferno was introduced for free in the Relentless Tents at the Leeds and Reading Festivals in 2007, upon entry to the tent everyone received one free can of the new flavour Relentless.

[edit] Relentless Juiced Energy

In February 2008 a new variety of relentless was released - "Relentless Juiced Energy". The energy juice drink is made with 50% juice (mostly orange, but 4% tropical juice). It contains the same amount of taurine and caffeine as the other versions. The drink has a noticeable green can with a jungle design, it is also available in a bottle. .^[3]

In the first quarter of 2009 another variant of the Relentless Juiced Energy was released,Relentless Juiced Energy Berry. Berry simply consists of strawberry, raspberry and blackcurrant and has a dark red/purple colour. The can is also a dark red/purple. Berry again featured "50% juice 100% energy" it contains the same amount of taurine and caffeine as all other the versions.

The slogan behind the new Berry flavor is "Relentless Berry, Brave each new dawn."

Marketing for these versions are targeted towards the drinker using the drink to wake up; it was introduced as a market response to a survey in which 97% of people responded that they need energy, but that only 30% buy energy drinks.

[edit] Relentless Shot

In October 2009 the 50ml shot version of Relentless began to be advertised through various media in the UK. CocaCola claim that it provides the same amount of energy as 250ml of regular ‘Relentless’, as each 50ml ‘Shot’ contains 80mg of caffeine as well as vitamins B6 and B12.

[edit] Sponsorship

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.

Also in 2008, Relentless sponsored Formula Palmer Audi driver Emma Selway

Emma Selway driving her Relentless sponsored car in the Formula Palmer Audi championship 2008

Mike & Andrew Jordan also had Relentless sponsorship on their British Touring Car Championship Honda Integras.

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 2009 Relentless was the principle sponsor of the Newquay Boardmasters festival ^[4]

[edit] References

[edit] External links

• Official Site
• Press release
• Join The Order
• The Order Magazine
• [1]