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Extreme Energy is produced by Aimia for the USbased, multi million pound extreme sportswear brand, No Fear.

This is a key selling point in itself; the brand has an existing global presence and edgy reputation which will appeal to image conscious core energy drinks target market, males aged 16 to 24.

The new 485ml resealable can is differentiated from any rival com petitor with its unique twist and shut feature.

The resealable element will provide added appeal to its active, on the go audience.

Larger can formats are continuing to grow in popularity within the UK, with consumers opting for more buzz for their Money.

However, research has shown that the large cans can lead to wastage by consumers who dont want to drink 500ml of energy drinks in one go.

The can will also create stand out on the shelf with its high impact matt black finish, atten tion grabbing design and iconic logo, combined with a competitive RSP of 1.191.39 The new product is being supported by an extensive national marketing campaign, using both online and offline media throughout 2 01 0.

A 1 million investment is being made into the product over the next 12 months and will include TV sponsorship, national advertising, promotions, national events, PR stunts and an ongoing dedicated press office.

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