Coca-Cola North America Celebrates First Anniversary of Full Throttle Blue Demon(TM)

Coca-Cola North America Celebrates First Anniversary of Full Throttle Blue Demon(TM)

Successful brand extends relationship with namesake Mexican wrestler


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Atlanta, GA–(HISPANIC PR WIRE)–November 12, 2007–Coca-Cola North America celebrates the first anniversary of its popular Full Throttle Blue Demo(TM) energy drink this week by announcing an extended marketing relationship with popular Mexican wrestler Blue Demon Jr.

Coca-Cola North America officials announced today that it has extended its relationship with Blue Demon Jr. and his father’s (Blue Demon) estate for an additional year. Blue Demon Jr. will continue to represent the brand through a variety of marketing activities for the Company including public appearances, Company-sponsored wrestling exhibits and advertising.

”Full Throttle Blue Demon has proven to be a very successful product among our target audience of Hispanic males. It resonates with the hard-working guy who is looking for a beverage to take on all the challenges of the day,” said Jose Serafin, Senior Brand Manager, Hydration and Energy, Hispanic Market, Coca-Cola North America. “We are excited about the product’s popularity and plan to build on its success.”

Introduced in November 2006, Full Throttle Blue Demon is a great, crisp beverage alternative for guys ages 20 to 30. The blue agave-flavored drink is formulated to help guys get through their busy workday. Bearing the tagline, “energy for the everyday fight,” Full Throttle Blue Demon is the first in the Coca-Cola product line with fully bilingual packaging, including labeling and nutritional information.

Full Throttle Blue Demon pays tribute to one of the greatest masked wrestlers in Mexican history, the legendary Blue Demon. Today, his legacy is carried on by his son, Blue Demon Jr.

“I am excited to represent a brand that embodies the spirit of my father, the legendary Blue Demon. Partnering with Coca-Cola North America and Full Throttle Blue Demon is a way to help me keep my father’s legacy alive,” said Blue Demon Jr.

The Coca-Cola Company is the world’s largest beverage company. Along with Coca Cola(R), recognized as the world’s most valuable brand, the Company markets four of the world’s top five nonalcoholic sparkling beverage brands, including Diet Coke(R), Fanta(R) and Sprite(R), and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate exceeding 1.4 billion servings each day. For more information about The Coca-Cola Company, please visit our website at http://www.thecoca-colacompany.com.

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Coca-Cola North America Celebrates First Anniversary of Full Throttle Blue Demon(TM)