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.


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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