Capri-Sonne, the Switzerland-based beverage company, is expanding its portfolio in Germany with the launch of a new energy drink brand targeted at adults called Game On.
Breaking away from traditional carbonated cans, Game On is a still energy drink packaged in a deposit-free, resealable 330ml pouch designed for flexible, on-the-go convenience.
According to the company, the launch capitalises on the European energy drink market, which is growing by an average of 10.8% per year. The product, which is initially launching in Mango & Peach and Red Berry flavours, contains 32mg of caffeine and 40mg of taurine per 100ml, alongside magnesium and vitamins C, B1 and B6. It contains 20 calories and 4.5g of sugar per 100ml.
The rollout will be supported by a 360-degree campaign featuring digital marketing, influencer partnerships, and a presence at the Gamescom event in Cologne at the end of August.
Source: About Drinks
