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| Type | Citrus soda/Energy drink |
| Manufacturer | The Coca-Cola Company |
| Country of origin | United States |
| Introduced | Testing: June 2005 Nationwide: February 2006 Red Blitz: March 2007 |
| Variants | Vault Zero Vault Red Blitz Caffeine Free Vault Grape Vault Peach Vault Cherry Vault |
| Related products | Mello Yello Sprite Mountain Dew Surge Mountain Dew MDX Sun Drop |
| Website | http://drinkvault.com/ |
Vault is a carbonated beverage that was released by The Coca-Cola Company in June 2005 (and Vault Red Blitz in 2007). It is touted as an artificially flavored hybrid energy soda. Coca-Cola is marketing Vault as a combination with the slogan "Drinks like a Soda, Kicks like an Energy Drink," as well as "The Taste. The Quench. The Kick." and "Get to It!" A slogan that has been recently used when associated with the new Vault Red Blitz is "Chug & Charge".
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About
Vault is a citrus flavored beverage that contains many of the same ingredients as the Coca-Cola beverage Surge, which was discontinued in 2002.
Test-marketing occurred in a limited area from June 2005 through Labor Day 2005. During this time, the drink was only available in certain markets in Alabama, Georgia, Kansas, Michigan, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia. Vault was released nationally in February 2006 following commercials that were shown during the pregame show for Super Bowl XL.
Coca-Cola representatives and the American Beverage Association state that Vault contains 47 mg of caffeine per 8 fl oz serving,[1] thus 70.5 mg per 12 fl oz can, and 117.5 mg per 20 fl oz PET bottle. This amount is substantially higher than Surge's 52.5 mg per 12 fl oz or Mountain Dew's 55 mg per 12 fl oz.
Vault is available in 16.9 fl oz, 20 fl oz, and 24 fl oz. PET bottles, 6-, 12- and 18-, and 24-pack cans, 1- and 2-liter bottles, and 16 oz extended cans.
In September 2005, The Coca-Cola Company released Vault Zero, a diet version of the citrus soda.
Grape Vault and Peach Vault are two variants available only from the Coca-Cola Freestyle machines, currently being test-marketed in Atlanta and Orange County, California.
Advertising
Vault has become known for its inventive commercials featuring eccentric narration. These commercials show men doing extraordinary things while drinking Vault, in line with the slogan, "Vault. Get to it!" One such commercial features a man's building a robotic scarecrow with laser eyes that rids his farm of crows, foxes, rabbits, and hippies. Other commercials include a man converting his and his neighbors' backyards into a football field using explosives and a chainsaw; a man renovating his house into a giant birdcage; a man who blows up a reef bed to obtain a large amount of pearls in order to win his girlfriend back from a Fabioesque man, and a man excelling at paintball, at one point using a squirrel as an improvised weapon.
Expansion
Vault Red Blitz, a new Vault flavor, was released in late-February 2007 to compete with PepsiCo's Mountain Dew Code Red, along with promotional pricing in select areas. Until its release, Coca-Cola had only released Mello Yello Cherry in limited markets as a competitor to Code Red, which has been available since 2001. Vault Red Blitz is berry-flavored, red, and also features the herbal supplement guarana.[2]
In 2006 Vault Zero was reformulated in response to a lawsuit over Benzene. [3]
See also
References
- ^ "Caffeine in Vault". Energyfiend.com. http://www.energyfiend.com/caffeine-content/vault. Retrieved 2009-07-17.
- ^ "The Coca-Cola Company Showcases Shopper-Driven Innovation At NACS 2006" (in English). BevNET. October 11, 2006. http://www.bevnet.com/news/2006/10-11-2006-Coke_innovation.asp. Retrieved 2006-10-16.
- ^ 6:46 p.m. ET (2007-05-14). "news". MSNBC. http://www.msnbc.msn.com/id/18664391. Retrieved 2009-07-17.
External links
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