Coke takes VAULT to market

20/02/06 VAULT, the unique hybrid energy soda from Coca-Cola North America, will hit retail stores nationwide beginning this week with "The Taste. The Quench. The Kick" to appeal to young adults looking for a better combination of refreshment and energy boost. The national launch of VAULT follows on the heels of a successful debut in select U.S. test markets last fall.

VAULT is not a soft drink or an energy drink. Rather, it’s a first-of-its-kind energy soda that delivers the best attributes both categories have to offer. VAULT features a bold citrus taste with less carbonation than most sodas, and the high-octane refreshment of an energy drink.

Competitively priced with traditional soft drinks on the market, VAULT and VAULT Zero™ -- a no-sugar version of the brand -- will be available in new proprietary 20-ounce and 1-liter bottles, featuring a raised "diamond plate" pattern to provide an easier grip. More packages, including two-liter bottles and 12-ounce cans, will launch later this spring.

"VAULT helps take things to the next level by combining attributes from traditional soft drinks and energy drinks to provide young adults with the taste, refreshment and energy boost they’re seeking," said Stuart Kronauge, director, Flavor Brands, Coca-Cola North America. "VAULT is a groundbreaking hybrid in much the same way sport-utility vehicles combine the most desirable features of cars and trucks. VAULT offers the best of both worlds in one appealing package."

The launch of VAULT will be supported by an integrated marketing campaign, including television, radio, outdoor and print advertising, as well as point-of-sale advertising featuring the tagline, "DRINKS like a soda, KICKS like an energy drink™."

The VAULT television campaign made its national debut with two spots Feb. 5th during ABC’s pre-game broadcast on Super Sunday. The ads tap into the strong competitive nature of guys, illustrating how VAULT inspires them to get the job done – and done better than their rivals.