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AMP ENERGY DRINK - Essay Example
AMP Energy Drink was introduced in the year 2001. PepsiCo started its distribution under the brand, Mountain Dew. This beverage recorded enormous popularity and dragged the company's market and attained the position of base trade flavor formula…
In the starting of year 2007, they lured their consumers with an added flavor of cherry.
AMP Energy was again in the news in March 2008 with the launch of three new line extensions; AMP Energy Elevate, AMP Energy Relaunch and AMP Energy Traction. AMP Energy Relaunch is studded with a pinch of orange citrus flavor, Electrolytes and B-vitamins. AMP Energy Traction will provide soothe with grape flavor, Maltodextrin and D-ribose. Where as AMP Energy Elevate contains a mixed berry flavor and L-Theanine. These products are available on the stores in the packing of 16 oz. single-serve cans. AMP Energy Relaunch is also available in 16 oz. 4-packs.
CCL Container and Mistic Brands, Inc. came together for the national launch of Mistic R and for the first time, recyclable aluminum bottle was used. Then onwards, many energy drinks have started using aluminum bottle cans produced by CCL.
According to Carolyn Green in "Power Up", the primary consumers of this segment of beverages are below 30-35 years of age and are predominantly male. Teenagers and students are major target market elements for the companies and fall in the age group of 12 to 30 years (Green, 2006). ...