Coca-Cola Launches Vault, Vault Zero Nationwide

Rolls out hybrid energy soda

Published in CSP Daily News

ATLANTA -- Vault, a hybrid energy soda from Coca-Cola North America, will hit retail stores nationwide beginning this week. 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, the company said. Rather, it is an energy soda that Coca-Cola said delivers the best attributes both categories have to offer. Vault features a citrus taste with less carbonation than most sodas, as well as the refreshment of an energy drink.

Competitively [image-nocss] priced with traditional soft drinks on the market, Vault and Vault Zeroa no-sugar version of the brandwill be available in 20-oz. and one-liter bottles, featuring a raised diamond plate pattern to provide an easier grip. More packages, including two-liter bottles and 12-oz. cans, will launch later this spring.

The launch of Vault will be supported by an integrated marketing campaign, including TV radio, outdoor and print advertising, as well as point-of-sale (POS) advertising featuring the tagline, DRINKS like a soda, KICKS like an energy drink.

The Vault TV campaign made its national debut with two spots February 5 during ABC's pregame Super Bowl broadcast.

In addition to advertising, sampling teams will appear throughout the United States in Vault-branded International CXTs, the world's largest production pickup trucks. Hybrids themselves, these vehicles are a cross between a big rig and a pickup truck, and will distribute ice-cold Vault at concerts, targeted retail outlets, sporting events and other locations frequented by young adults.