January 31st 2003 – New Nutrition Business reports that Coca-Cola Ireland has launched its BPM Energy, a daytime energy drink system, the company’s first entry into the energy drinks category in Ireland.
BPM Energy is a carbonated energy soft drink system targeted specifically at the Irish consumer, particularly young Irish males, and is the end product of eighteen months of research. The product has been introduced as BPM Energy Hydrate and BPM Energy Focus. BPM Energy Hydrate is intended to replace lost vitamins and minerals while providing energy, and BPM Energy Focus is to help sharpen the mind and senses.
Coca-Cola has also created and incorporated a brand character ‘Jaxx’ into an ambitious marketing program.