By Annette Shailer
Coca-Cola Australia’s Mother energy drink has snapped up more than 13 per cent of the market share since its relaunch in July, according to AC Nielsen MAT 31/08/08.
The multi-million dollar re-launch has already surpassed the market share achieved by the original version of Mother, which reached 8 per cent at its peak but floundered soon after
Targeted at 18- to 34-year-old males, the energy drink’s new taste, packaging, promotions and extensive advertising campaign is proving successful.
Coca-Cola president – South Pacific, Gareth Edgecombe, said he was thrilled with the overwhelming response to the new Mother.
“It now looks like our persistence is working and we have a winning combination to compete robustly in this important category. We will continue to support the mother brand and grow it further in 2009,” he said.