Full Throttle Teams with Big Boi
Coca Cola is the latest company to try to win over the hip hop community with their energy drink Full Throttle Fury.
This drink was first marketed in 2006 but has been revamped with a new orange can and a new spokesman none other than Big Boi from OutKast.
Fury is targeting in on the African American male for this drink. They say that orange is the flavor that resonates the most with this demographic.
Coke believes that Big Boi embodies their drinks mantra “Go Full Throttle or Go Home” and he will be promoting the drink during interviews about his new album “Sir Luscious Leftfoot: Son of Chico Dusty”.
I personally give props to Coke for choosing to do some clean marketing here. A lot of the drinks marketed to this demographic glorify stereotypes and negative aspects of the Hip Hop culture, such as Pimp Juice, in a way to snatch sales. Full throttle instead uses a clean design and has chosen an excellent spokesman for their marketing campaign who represents a positive role model in the Hip Hop Community.
Source: PR week
I wish Fury wasn’t full of HFCS
The “mother” flavor is my favorite of the Full Throttle flavors, but I’d grab some Fury with my Rockstars if it used real sugar.