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Full-length documentary backs Relentless marketing campaign

17 Dec
Coca-Cola's Relentless energy drink brand has launched a new advertising campaign that is being backed by a feature-length documentary.

The video, titled Lives of the Artists, premiered on the company's website and is being supported by a series of online adverts produced by creative agency Vizeum.

In addition, a 30-second adverts are also being shown on Channel 4 and, according to Marketing Week, the documentary itself will be broadcast on the channel today (December 17th).

Senior brand manager for Relentless Steven Ruhl said that "content creation" rather than simple advertising is being used in an effort to create "respect" for the brand within the action sports and music communities.

"With Lives of the Artists, I am confident we will engage and delight our target audience," he remarked, adding that the move should also help to develop the brand's position within the energy drinks segment of the market.

Along with Relentless, Coca-Cola also owns the Minute Maid, Dasani, Oasis and Kia Ora.ADNFCR-2176-ID-19518746-ADNFCR
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