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Relentless (drink)
Encyclopedia
Relentless is the brand name of an energy drink
created in February 2006 by The Coca-Cola Company
. It has been compared to energy drinks such as Red Bull
, and is known for its sweet taste. The drink has also been the subject of court proceedings for breach of trademark by Relentless Records
. In the year ending 2010, sales of the product in the UK increased by 28 percent.
) but The Coca-Cola Company implies it refers to an encouragement not to settle for less than one's best. "Suffer for your art" is used on cans and continues to be included in advertising.
Relentless was introduced to the New Zealand market in May 2008 by Coca-Cola Amatil. It is only available in a 440-ml can. In April 2009, CCA replaced the Relentless drink range with the Mother Energy Drink range with Inferno included, which is imported from Australia.
Each can contains an extract of poetry, taken from the works of poets including Lord Byron
, William Wordsworth
, Edgar Allan Poe
, William Ernest Henley
and Percy Shelley.
The Relentless brand magazine This Is the Order (commissioned by Erasmus Partners in 2008) was created and designed by Rebecca Wright in collaboration with The Church of London Publishing http://www.thechurchoflondon.com
The follow-up film, "Lives Of The Artists" is due to be released in October 2009.
, Sugar
, Citric Acid
, Taurine (0.4%), Glucuronolactone
(0.24%), Acidity Regulator
(E331
), Colour (Caramel E150d), Flavourings, Preservative
(E202), Caffeine
, Inositol
, Vitamins (Niacin
, Pantothenic Acid
, B3, B6
, B12
), Guarana
.
Relentless contains 32 mg of Caffeine per 100 mL, in a standard can size of 500 mL (16.9 US fl oz), or about 160 mg of Caffeine in total. It also contains sugar, carbonated water, inositol, taurine (0.4% volume), citric acid, guarana, colours (caramel E150d, and E104) glucoronolactone (0.24% volume), acidity regulator (E331), preservatives (E202, E211), vitamins (niacin, pantothenic acid, B6, and B12).
In the UK Relentless Inferno was introduced for free in the Relentless Tents at the Leeds and Reading Festivals in 2007, upon entry to the tent everyone received one free can of the new flavour Relentless.
The slogan behind the Berry flavour is "Relentless Berry, Brave each new dawn."
Marketing for these versions are targeted towards the drinker using the drink to wake up; it was introduced as a market response to a survey in which 97% of people responded that they need energy, but that only 30% buy energy drinks.
In October 2006, Relentless teamed up with Motorcross Team Rob Hooper's Suzuki to create "Relentless Suzuki." Lewis Gregory, Jamie Law and Alex Snow are the riders for the team, which will compete in all the major UK and European MX2 events.
Relentless also teamed up with TAS Suzuki, a Northern Ireland-based motorcycle road racing team, and the team is now known as "Relentless Suzuki by TAS Racing". The team fields bikes in the British Superbike Championship, with riders Michael Laverty in the Superbike class and Ian Lowry in the Supersport class (which was won by Laverty in 2007 on the Relentless Suzuki). Cameron Donald
and Guy Martin
race at International road racing events, such as the Isle of Man TT
, North West 200
, and Ulster Grand Prix
, for the team. Donald and Anstey recorded a 1 - 2 for the team in the first race of the 2008 TT, the Dainese Superbike Race. Relentless was the title sponsor of Faithless
frontman Maxi Jazz
in 2006 during his Porsche Carrera Cup Great Britain
campaign.
Also in 2008, Relentless sponsored Formula Palmer Audi
driver Emma Selway.jpg)
Mike & Andrew Jordan also had Relentless sponsorship on their British Touring Car Championship
Honda Integras.
Relentless was a main sponsor of the Reading and Leeds festivals in 2007. There were large stalls shaped like giant Relentless cans solely dedicated to selling the drink. There were also copious flags and signs dotted around the festival sites.
Relentless has renewed the sponsorship of the Leeds and Reading festivals for 2008 after Carling
discontinued their sponsorship of the music festival
.
In January 2009 Relentless began sponsoring the annual Kerrang! Tour
put together by British music magazine Kerrang!
.
In July 2008 Relentless was seen to be drunk by the UK's conservative leader David Cameron, who used the Relentless slogan to attack the Labour Government, telling them to wake up.
In 2009 Relentless was the principal sponsor of the Newquay
Boardmasters festival
Relentless is the primary sponsor of Uniwake, the UK's national organisation for inter University wakeboarding events. The sponsorship began in May 2009 and continues to present day. This includes the BUCS Student Wakeboarding Championships held in June each year at Sheffield Cable Waterski in Sheffield.
Relentless was the principal sponsor of the Wakestock
music and wakeboarding festival in Abersoch, North Wales, with the festival therefore being branded Relentless Wakestock. but has now lost the event contract. Now no Relentless branding appears on the wakestock website
Relentless is also sponsor of the "Bundesligaachter Mülheim an der Ruhr" a German rowing eight competing in the "1. Ruder Bundesliga".
Energy drink
Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain but rather increased energy release due to a variety of stimulants and vitamins....
created in February 2006 by The Coca-Cola Company
The Coca-Cola Company
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia...
. It has been compared to energy drinks such as Red Bull
Red Bull
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already...
, and is known for its sweet taste. The drink has also been the subject of court proceedings for breach of trademark by Relentless Records
Relentless Records
Relentless Records, founded by Shabs Jobanputra and Paul Franklyn in 1999 is now a part of Sony Music based in London, UK. Having achieved large scale successes with Joss Stone, KT Tunstall and several urban artists such as Artful Dodger and So Solid Crew, the label is now building a small focused...
. In the year ending 2010, sales of the product in the UK increased by 28 percent.
Relentless
Relentless is sold in 500-ml cans and is marketed as being produced for "those with need of strong stimulation". The product's label includes a caution stating that Relentless is not suitable for children, pregnant women or those sensitive to caffeine. The can has a distinctive dark brown colouring, showing the muscles of a human's neck/head/shoulder area, and is marketed to provide continuing energy with the slogan of "No Half Measures" (a reference to the can size, which is twice that of a standard 250-ml can of Red BullRed Bull
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already...
) but The Coca-Cola Company implies it refers to an encouragement not to settle for less than one's best. "Suffer for your art" is used on cans and continues to be included in advertising.
Relentless was introduced to the New Zealand market in May 2008 by Coca-Cola Amatil. It is only available in a 440-ml can. In April 2009, CCA replaced the Relentless drink range with the Mother Energy Drink range with Inferno included, which is imported from Australia.
Each can contains an extract of poetry, taken from the works of poets including Lord Byron
George Gordon Byron, 6th Baron Byron
George Gordon Byron, 6th Baron Byron, later George Gordon Noel, 6th Baron Byron, FRS , commonly known simply as Lord Byron, was a British poet and a leading figure in the Romantic movement...
, William Wordsworth
William Wordsworth
William Wordsworth was a major English Romantic poet who, with Samuel Taylor Coleridge, helped to launch the Romantic Age in English literature with the 1798 joint publication Lyrical Ballads....
, Edgar Allan Poe
Edgar Allan Poe
Edgar Allan Poe was an American author, poet, editor and literary critic, considered part of the American Romantic Movement. Best known for his tales of mystery and the macabre, Poe was one of the earliest American practitioners of the short story and is considered the inventor of the detective...
, William Ernest Henley
William Ernest Henley
William Ernest Henley was an English poet, critic and editor, best remembered for his 1875 poem "Invictus".-Life and career:...
and Percy Shelley.
Artwork and Packaging
The Relentless logo and original packaging was designed by Rebecca Wright. http://rebeccawright.viewbook.comThe Relentless brand magazine This Is the Order (commissioned by Erasmus Partners in 2008) was created and designed by Rebecca Wright in collaboration with The Church of London Publishing http://www.thechurchoflondon.com
Film making
Relentless Energy have produced two feature length documentary films which focus on the area of extreme sports. The First which was released in May 2009 called "Powers Of Three", which is a surf documentary set in Ireland and was available to watch for free on the Relentless Website.The follow-up film, "Lives Of The Artists" is due to be released in October 2009.
Nutritional information
Ingredients: Carbonated WaterCarbonated water
Carbonated water is water into which carbon dioxide gas under pressure has been dissolved, a process that causes the water to become effervescent....
, Sugar
Sugar
Sugar is a class of edible crystalline carbohydrates, mainly sucrose, lactose, and fructose, characterized by a sweet flavor.Sucrose in its refined form primarily comes from sugar cane and sugar beet...
, Citric Acid
Citric acid
Citric acid is a weak organic acid. It is a natural preservative/conservative and is also used to add an acidic, or sour, taste to foods and soft drinks...
, Taurine (0.4%), Glucuronolactone
Glucuronolactone
Glucuronolactone is a naturally occurring chemical that is an important structural component of nearly all connective tissues. Glucuronolactone is also found in many plant gums.- Physical and chemical properties :...
(0.24%), Acidity Regulator
Acidity regulator
Acidity regulators, or pH control agents, are food additives added to change or maintain pH . They can be organic or mineral acids, bases, neutralizing agents, or buffering agents....
(E331
Sodium citrate
Trisodium citrate has the chemical formula of Na3C6H5O7. It is sometimes referred to simply as sodium citrate, though sodium citrate can refer to any of the three sodium salts of citric acid. It possesses a saline, mildly tart flavor. For this reason, citrates of certain alkaline and alkaline earth...
), Colour (Caramel E150d), Flavourings, Preservative
Preservative
A preservative is a naturally occurring or synthetically produced substance that is added to products such as foods, pharmaceuticals, paints, biological samples, wood, etc. to prevent decomposition by microbial growth or by undesirable chemical changes....
(E202), Caffeine
Caffeine
Caffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in varying quantities in the seeds, leaves, and fruit of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants...
, Inositol
Inositol
Inositol or cyclohexane-1,2,3,4,5,6-hexol is a chemical compound with formula 6126 or 6, a sixfold alcohol of cyclohexane. It exists in nine possible stereoisomers, of which the most prominent form, widely occurring in nature, is cis-1,2,3,5-trans-4,6-cyclohexanehexol, or myo-inositol...
, Vitamins (Niacin
Niacin
"Niacin" redirects here. For the neo-fusion band, see Niacin .Niacin is an organic compound with the formula and, depending on the definition used, one of the forty to eighty essential human nutrients.Niacin is one of five vitamins associated with a pandemic deficiency disease: niacin deficiency...
, Pantothenic Acid
Pantothenic acid
Pantothenic acid, also called pantothenate or vitamin B5 , is a water-soluble vitamin. For many animals, pantothenic acid is an essential nutrient. Animals require pantothenic acid to synthesize coenzyme-A , as well as to synthesize and metabolize proteins, carbohydrates, and fats.Pantothenic acid...
, B3, B6
Vitamin B6
Vitamin B6 is a water-soluble vitamin and is part of the vitamin B complex group. Several forms of the vitamin are known, but pyridoxal phosphate is the active form and is a cofactor in many reactions of amino acid metabolism, including transamination, deamination, and decarboxylation...
, B12
Vitamin B12
Vitamin B12, vitamin B12 or vitamin B-12, also called cobalamin, is a water-soluble vitamin with a key role in the normal functioning of the brain and nervous system, and for the formation of blood. It is one of the eight B vitamins...
), Guarana
Guarana
Guarana , Paullinia cupana, syn. P. crysan, P. sorbilis) is a climbing plant in the maple family, Sapindaceae, native to the Amazon basin and especially common in Brazil. Guarana features large leaves and clusters of flowers, and is best known for its fruit, which is about the size of a coffee bean...
.
Relentless contains 32 mg of Caffeine per 100 mL, in a standard can size of 500 mL (16.9 US fl oz), or about 160 mg of Caffeine in total. It also contains sugar, carbonated water, inositol, taurine (0.4% volume), citric acid, guarana, colours (caramel E150d, and E104) glucoronolactone (0.24% volume), acidity regulator (E331), preservatives (E202, E211), vitamins (niacin, pantothenic acid, B6, and B12).
Relentless Inferno
In August 2007, Coca Cola announced a new variety - "Relentless Inferno". This contains the same amount of energy and caffeine as the original Relentless, but it has a mixed orange flavour to it, giving a similar taste to other orange soda/ soft drinks on the market.In the UK Relentless Inferno was introduced for free in the Relentless Tents at the Leeds and Reading Festivals in 2007, upon entry to the tent everyone received one free can of the new flavour Relentless.
Relentless Immortous
In February 2008 a new variety of relentless was released - it was called "Relentless Juiced Energy". its the same as the original relentless but it is made with 50% juice (mostly orange, but 4% tropical juice). It contains the same amount of taurine and caffeine as the other versions. The drink has a noticeable green can with a jungle design, it is also available in a bottle.Relentless Devotion
In the first quarter of 2009, the second flavour was added to the Juiced Energy series, with the new addition being named Juiced: Berry. Contrary to the yellow colour of Juiced: Tropical, Juiced: Berry has a dark red/purple colour, and its can is the same colour. The flavour consists of strawberry, raspberry and blackcurrant, and again features the "50% juice 100% energy" slogan and contains the same amount of taurine and caffeine as all other the versions. The flavour is now called Devotion.The slogan behind the Berry flavour is "Relentless Berry, Brave each new dawn."
Marketing for these versions are targeted towards the drinker using the drink to wake up; it was introduced as a market response to a survey in which 97% of people responded that they need energy, but that only 30% buy energy drinks.
Relentless Shot
In October 2009 the 50ml shot version of Relentless began to be advertised through various media in the UK. CocaCola claims that it provides the same amount of energy as 250ml of regular ‘Relentless’, as each 50ml ‘Shot’ contains 80 mg of caffeine as well as vitamins B6 and B12.Relentless Libertus
January 2011 saw the release of a sugar-free version of the drink that will be sold alongside the other five varieties already available, to target consumers who desire energy without the sugar content. Relentless Libertus is sold in a blue can, and has a similar taste to the original version of Relentless, although it still has the same amount of caffeine and B vitamins.Sponsorship
Relentless sponsor various teams and athletes from the core sports in the UK.In October 2006, Relentless teamed up with Motorcross Team Rob Hooper's Suzuki to create "Relentless Suzuki." Lewis Gregory, Jamie Law and Alex Snow are the riders for the team, which will compete in all the major UK and European MX2 events.
Relentless also teamed up with TAS Suzuki, a Northern Ireland-based motorcycle road racing team, and the team is now known as "Relentless Suzuki by TAS Racing". The team fields bikes in the British Superbike Championship, with riders Michael Laverty in the Superbike class and Ian Lowry in the Supersport class (which was won by Laverty in 2007 on the Relentless Suzuki). Cameron Donald
Cameron Donald
Cameron Donald is a motorcycle road racer who has raced at the Macau Grand Prix, the North West 200 and the Isle of Man TT Races. He lives in Warrandyte, Victoria in Australia, and works as a plumber during the off-season...
and Guy Martin
Guy Martin
Guy Martin is a British motorcycle racer and mechanic. He has primarily competed in road racing events.-Early career:...
race at International road racing events, such as the Isle of Man TT
Isle of Man TT
The International Isle of Man TT Race is a motorcycle racing event held on the Isle of Man and was for many years the most prestigious motorcycle race in the world...
, North West 200
North West 200
The North West 200 is a motorcycle race meeting held each May in Northern Ireland. The course, made up of public roads running between the towns of Portstewart, Coleraine and Portrush is one of the fastest in the world, with speeds in excess of . It is one of around fifteen events run on public...
, and Ulster Grand Prix
Ulster Grand Prix
The Ulster Grand Prix is a motorcycle road race that takes place on the Dundrod Circuit near Belfast, Northern Ireland. The first races took place in 1922 and in 1935 and 1948 the Fédération Internationale de Motocyclisme gave it the title Grand Prix d'Europe...
, for the team. Donald and Anstey recorded a 1 - 2 for the team in the first race of the 2008 TT, the Dainese Superbike Race. Relentless was the title sponsor of Faithless
Faithless
Faithless were a British electronica band consisting of Maxi Jazz, Sister Bliss and Rollo. The group is best known for their dance songs . Faithless recorded six albums. During their career they sold over 15 million records worldwide...
frontman Maxi Jazz
Maxi Jazz
Maxwell Alexander Fraser , better known as Maxi Jazz, is an English rapper. He is best known as the lead vocalist of British band Faithless.- Biography :...
in 2006 during his Porsche Carrera Cup Great Britain
Porsche Carrera Cup Great Britain
Porsche Carrera Cup Great Britain is a one make racing series that takes place in the United Kingdom for the Porsche 911. It is currently one of the support series for the British Touring Car Championship...
campaign.
Also in 2008, Relentless sponsored Formula Palmer Audi
Formula Palmer Audi
Formula Palmer Audi, officially abbreviated to FPA, and sometimes informally abbreviated to Palmer Audi, was a one-make class of open wheel Formula racing founded in 1998 by former Formula One driver, Jonathan Palmer. It was based in the United Kingdom , and was organised and operated by MotorSport...
driver Emma Selway
British Touring Car Championship
The British Touring Car Championship is a touring car racing series held each year in the United Kingdom. The Championship was established in 1958 as the British Saloon Car Championship and has run to various rules over the years – "production cars", then FIA Group 1 or 2 in the late 1960s...
Honda Integras.
Relentless was a main sponsor of the Reading and Leeds festivals in 2007. There were large stalls shaped like giant Relentless cans solely dedicated to selling the drink. There were also copious flags and signs dotted around the festival sites.
Relentless has renewed the sponsorship of the Leeds and Reading festivals for 2008 after Carling
Carling
Carling brands are currently owned by the Molson Coors Brewing Company. In South Africa it is distributed by SABMiller.Carling Black Label is the name of a brand of Canadian lager in Australia, Canada, Ireland, the United Kingdom and South Africa...
discontinued their sponsorship of the music festival
Music festival
A music festival is a festival oriented towards music that is sometimes presented with a theme such as musical genre, nationality or locality of musicians, or holiday. They are commonly held outdoors, and are often inclusive of other attractions such as food and merchandise vending machines,...
.
In January 2009 Relentless began sponsoring the annual Kerrang! Tour
Kerrang! Tour
Evolving from Kerrang! magazine, Kerrang! Tour is a tour of rock music concerts around the UK during and has featured bands such as Bullet for my Valentine, Mindless Self Indulgence and All Time Low...
put together by British music magazine Kerrang!
Kerrang!
Kerrang! is a UK-based magazine devoted to rock music published by Bauer Media Group. It was first published on June 6, 1981 as a one-off supplement in the Sounds newspaper...
.
In July 2008 Relentless was seen to be drunk by the UK's conservative leader David Cameron, who used the Relentless slogan to attack the Labour Government, telling them to wake up.
In 2009 Relentless was the principal sponsor of the Newquay
Newquay
Newquay is a town, civil parish, seaside resort and fishing port in Cornwall, England. It is situated on the North Atlantic coast of Cornwall approximately west of Bodmin and north of Truro....
Boardmasters festival
Relentless is the primary sponsor of Uniwake, the UK's national organisation for inter University wakeboarding events. The sponsorship began in May 2009 and continues to present day. This includes the BUCS Student Wakeboarding Championships held in June each year at Sheffield Cable Waterski in Sheffield.
Relentless was the principal sponsor of the Wakestock
Wakestock (Wales)
Wakestock is Europe's largest wakeboard music festival, combining the cultures of music and the world's fastest growing watersport in a weekend of high-octane excitement! It is held on the Llŷn Peninsula in North Wales, in between Pwllheli and Llanbedrog....
music and wakeboarding festival in Abersoch, North Wales, with the festival therefore being branded Relentless Wakestock. but has now lost the event contract. Now no Relentless branding appears on the wakestock website
Relentless is also sponsor of the "Bundesligaachter Mülheim an der Ruhr" a German rowing eight competing in the "1. Ruder Bundesliga".