Relentless (drink)

Relentless

Type	Energy drink
Manufacturer	The Coca-Cola Company
Country of origin	United Kingdom
Introduced	2006
Variants	Origin (Original), Inferno (Orange), Immortus (Tropical Juice), Devotion (Mixed Berry Juice), Relentless Shot, Libertus (Sugar Free)
Related products	Red Bull

Relentless is the brand name of an energy drink created in February 2006 by The Coca-Cola Company. It has been compared to energy drinks such as Red Bull, and is known for its sweet taste. The drink has also been the subject of court proceedings for breach of trademark by Relentless Records. In the year ending 2010, sales of the product in the UK increased by 28 percent.

Artwork and Packaging

The Relentless logo and original packaging was designed by Rebecca Wright. [1]

The Relentless brand magazine This Is the Order (commissioned by Erasmus Partners in 2008) was created and designed by Rebecca Wright in collaboration with The Church of London Publishing [2]

Film making

Relentless Energy have produced two 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.

Nutritional information

Ingredients: Carbonated Water, Sugar, Citric Acid, Taurine (0.4%), Glucuronolactone (0.24%), Acidity Regulator (E331), Colour (Caramel E150d), Flavourings, Preservative (E202), Caffeine, Inositol, Vitamins (Niacin, Pantothenic Acid, B₃, 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).

Varieties

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 it has a mixed orange flavour to it, 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.

Relentless Immortous

In February 2008 a new variety of relentless was released - it was called "Relentless Juiced Energy". its the same as the original relentless but it 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.

Relentless Devotion

In the first quarter of 2009, the second flavour was added to the Juiced Energy series, with the new addition being named Juiced: Berry. Contrary to the yellow colour of Juiced: Tropical, Juiced: Berry has a dark red/purple colour, and its can is the same colour. The flavour consists of strawberry, raspberry and blackcurrant, and again features the "50% juice 100% energy" slogan and contains the same amount of taurine and caffeine as all other the versions. The flavour is now called Devotion.

The slogan behind the Berry flavour 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.

Relentless Shot

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

Relentless Libertus

Resealable Version in Germany 2011

January 2011 saw the release of a sugar-free version of the drink that will be sold alongside the other five varieties already available, to target consumers who desire energy without the sugar content. Relentless Libertus is sold in a blue can, and has a similar taste to the original version of Relentless, although it still has the same amount of caffeine and B vitamins.

Relentless Suzuki Bikes, ridden by Bruce Anstey

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

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 Guy Martin 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

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 January 2009 Relentless began sponsoring the annual Kerrang! Tour put together by British music magazine Kerrang!.

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 principal sponsor of the Newquay Boardmasters festival

Relentless is the primary sponsor of Uniwake, the UK's national organisation for inter University wakeboarding events. The sponsorship began in May 2009 and continues to present day. This includes the BUCS Student Wakeboarding Championships held in June each year at Sheffield Cable Waterski in Sheffield.

In 2010 Relentless was the title sponsor of Team Bath Racing the Formula Student Team from Bath University

Relentless was the principal sponsor of the Wakestock music and wakeboarding festival in Abersoch, North Wales, with the festival therefore being branded Relentless Wakestock. but has now lost the event contract. Now no Relentless branding appears on the wakestock website

Relentless is also sponsor of the "Bundesligaachter Mülheim an der Ruhr" a German rowing eight competing in the "1. Ruder Bundesliga".

External links

• Official Site
• The Order Magazine
• "Coca-Cola launches rival to Red Bull". Manchester Online. Archived from the original on 2007-08-06. http://web.archive.org/web/20070806022822/http://www.manchesteronline.co.uk/food/s/203/203862_cocacola_launches_rival_to_red_bull.html. Retrieved 2010-04-22.