Coca-Cola is vying for a share of the energy drinks market with a new product aimed at clubbers, in its first UK drinks launch for six years.
The new brand, Burn, is being positioned as an underground drink to appeal to young, urban types. It will be sold in cans that sport an orange match flame against a black background.
Coke declined to comment on the launch. However, it will be hoping to capture a slice of a lucrative market created by brands such as Red Bull.
It is believed to be using the UK and Australia as test-markets before roll-outs in other countries. In Australia it was marketed to young people during the Olympics. In the UK, it will have a low key launch over the next few weeks supported by below-the-line activity, mainly handled in house. It will be available in selected bars and clubs in major cities renowned for their clubbing scenes.