|Country of origin||United Kingdom|
|Variants||Origin (Original), Passion Punch, Cherry, Zero, Apple and Kiwi and Lemon Ice|
Relentless is the brand name of an energy drink created in February 2006 by The Coca-Cola Company. 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. After a deal on 14 August 2014 seeing Coca Cola purchase a 16.7% stake in Monster Energy, the ownership of the Relentless brand (along with other Coca Cola Energy brands) was transferred to Monster Energy and Monster Energy's non energy brands transferred to Coca Cola.
Relentless is sold in 500 ml cans and is marketed as being produced for "those with need of strong stimulation". The product's label includes a caution stating that Relentless is not suitable for children, pregnant women or those sensitive to caffeine. Relentless 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) With the gradual release of new flavours, the original flavour was renamed "Origin".
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, which is imported from Australia.
Each can used to contain an extract of poetry, taken from the works of poets including John Milton, Lord Byron, William Wordsworth, Edgar Allan Poe, William Ernest Henley, Albrecht Dürer and Percy Bysshe Shelley.
Artwork and packaging
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, 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.
In 2012 Relentless produced a commercial associating car vandalism with drinking the product, with the assistance of the rapper Professor Green, who walked over cars, to the anger of their drivers.
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).
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.
With the release of Apple & Kiwi, Inferno has been renamed "Orange". In August 2013 it was renamed "Orange Crush" stating a new refreshing flavour. However, many people complained about the new flavour due to the strong similarities to Fanta.
In February 2008 a new variety of relentless was released – it was called "Relentless Juiced Energy". It is the same as the original relentless but it is made with 50% juice (mostly orange, but 7% tropical fruit pulp). 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.
In 2011, with the rebanding at the time, it was renamed Immortus. With the release of Apple & Kiwi, Immortus has been renamed "Tropical Juiced". The recipe has also changed, giving it a "new refreshing flavour", but also reducing the juice content to 20%.
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. Upon the release of the cherry flavour this one is no longer being manufactured.
The slogan behind the Berry flavour was "Relentless Berry, Brave each new dawn."
Marketing for these versions were 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.
In 2011, with the rebanding at the time, it was renamed Devotion. With the release of Apple & Kiwi, Devotion has been renamed "Berry Juiced". This Drink is no longer available and has been replaced by Cherry.
January 2011 saw the release of a sugar-free version of the drink that was sold alongside the other five varieties already available, to target consumers who desire energy without the sugar content. It 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.
In its initial release, it was named Libertus. With the release of Apple & Kiwi, Libertus has been renamed "Sugar Free". This Drink is no longer available and has been replaced by Origin Ultra.
Initially released in 2015, the sugar free mango variety has subsequently been discontinued.
The flagship of the brand, previously in a Brown colour can is in a Black colour can as of 2016.
Apple & Kiwi
May 2012 saw the new Apple & Kiwi flavour of Relentless Energy Drink released to the UK market. The first of the new flavour range to be released in the new can livery (with all the previous names except for Origin dropped), Apple & Kiwi distribution is currently rolling out across the UK and has since had its can livery revamped again to a green colour.
In February 2013, the brand was once again revived with the release of Lemon Ice. As of 2016 the can livery has be revamped
Early 2014 saw the release of the new cherry flavour, the packaging is orange despite the drink being red. This drink upon release replaced the "Berry Juiced". As of 2016 the can livery has been revamped
In early 2014, Coca-Cola released a new variety called "Origin Ultra". It is a sugar free that tastes a lot more like the Original flavour. Due to its release the previous sugar free Relentless is no longer being manufactured. A mango-flavoured variant, "Mango Ultra", was released in 2015 and subsequently discontinued.
In 2016, a new fruit punch flavour was released in a new purple redesigned can.
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 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.
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", and its one sponsor of the Strakka Racing since 2009 in Endurance Racing.
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- Official Site
- The Order Magazine
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