Coca-Cola partners with artist Big Boi for re-launch of Full Throttle Fury

(September 30, 2008) Coca-Cola North America today announced Hip-Hop superstar Big Boi as the new face of Full Throttle Fury Energy Drink. Big Boi, a Grammy Award-winning artist is half of the world renowned Hip-Hop duo OutKast. The new partnership between Big Boi and Coca-Cola is meant to augment the existing connection between African-American males and Full Throttle Fury. The re-launch of Full Throttle Fury includes a new look, attitude, and a bold orange taste.

"Full Throttle Fury appeals to men like me who consider themselves real and authentic, whose work style is to go all the way," said Big Boi. "I spend most of my days in the recording studio or involved in new projects. Full Throttle Fury has a great taste and provides me the energy to get through my busy day."

With 3,000 milligrams of the Full Throttle Energy Blend in each 16 oz. can, which includes ingredients such as ginseng extract, caffeine, taurine and guarana extract, guys have all of the essentials they need to fuel their hectic lifestyles. Full Throttle Fury is available in stores nationwide.

"Big Boi has been a key player in the evolution of Hip-Hop as we know it today. His drive to excel and push himself beyond perceived limitations personifies what the brand is all about. He truly embodies the Full Throttle mindset of 'Go Full Throttle or Go Home'," said Rafael Acevedo, Senior Brand Manager, Energy Drinks. "Full Throttle Fury will play a vital roll in Big Boi's upcoming album release activities and concert tour—including product integration, customized point of sale displays, and sponsorship opportunities."

With the anticipated solo album release of Big Boi's Sir Luscious Leftfoot: Son of Chico Dusty, in the upcoming weeks, Full Throttle Fury will be the official energy drink featured at his album release parties in Atlanta, New York and Los Angeles and upcoming promo tour. For this album, Big Boi collaborated with other great artists that include T.I., Mary J. Blige, BOB, Andre 3000, and Keisha Cole. Starting in late October, Big Boi will embark in an ambitious multi-cities promo tour that will hit at least 50 venues.

"My new album 'Sir Luscious Left Foot' embodies the energy of Full Throttle Fury, where I feel like the body of work I've created on this CD will hopefully motivate my fans even more with its high energy and conscious lyrics as I've always created in my music," said Big Boi.

The Full Throttle brand has skyrocketed since its introduction four years ago, surpassing dozens of other beverages in the energy drink category to become one of the largest energy drink brands. The re-launch of Full Throttle Fury will be supported by a targeted and integrated marketing campaign to drive consumer awareness and increase sales.

Full Throttle Fury is part of the Full Throttle energy drink family, which includes Full Throttle Original, Full Throttle Unleaded, Full Throttle Blue Demon and Full Throttle Coffee. Beginning January 2009, the brand will assume the title sponsorship of the National Hot Rod Association's (NHRA) premier professional drag racing series. This marks the first major sports marketing play for Coca-Cola North America's lead energy drink, which will be called the NHRA Full Throttle Drag Racing Series.


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