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"Full Throttle Kick-Off Show" On ABC Will Get Guys Pumped For Football's Biggest Night

Ads For National Rollout of VAULT Hybrid Energy Soda To Be Part Of Pre-Game Excitement

Atlanta, January 19, 2006 - GUYS OF AMERICA, ARE YOU READY? Three hours of big-time football viewing requires energy to spare, so Full Throttle Energy Drink and VAULT Hybrid Energy Soda stand ready to rev up America's guys for the year's biggest game.

Full Throttle will present the "Full Throttle Kick-Off Show" on ABC, the final pre-game segment of Super Sunday broadcasting. During the segment, a new 60-second TV ad will tell real guys to drink Full Throttle and "Let Your Man Out." In addition, Coca-Cola North America's (CCNA) new hybrid energy soda VAULT will ignite its February national rollout with two ads in pre-game programming.

"Full Throttle is the ultimate energy drink for guys, and kick-starting the ultimate 'guy' event with the "Full Throttle Kick-Off Show" is a huge milestone for this brand," said Alison Lewis, senior vice president, Integrated Marketing, Coca-Cola North America.

The Full Throttle and VAULT spots set to air during the pre-game broadcast on ABC mark CCNA's return to Super Sunday programming for the first time since 1998.

"VAULT has been a big hit with guys everywhere it has been introduced, so in 2006 we're taking the brand national to share it with the rest of America's men," said Lewis. "For guys on a mission to watch a full night of football, we're letting them know that VAULT will help them get it done."

The "Full Throttle Kick-Off Show" on ABC's Super Sunday will encompass the final 25 minutes prior to the National Anthem and kick-off, and will feature two 15-second Full Throttle teasers and the national debut of the 60-second Full Throttle ad, all created by Mother/New York. Full Throttle animated billboards will introduce the segment and be integrated throughout.

The "Full Throttle Kick-Off Show" on ABC is the latest high-profile marketing activity for the brand, which captured more than 7% of the highly profitable and fast-growing energy drink category within a year of its launch in February 2005. The "Experience Full Throttle" online game was launched this month at, with a grand prize of a VIP trip for two to Los Angeles to attend a taping of Fox Sports Net's "Best Damn Sports Show Period" and other exciting prizes. Full Throttle Energy Drink's partnership with "Best Damn Sports Show Period" includes in-show integration with twice-weekly Full Throttle "Initiation" segments in the Full Throttle "Initiator" room, as well as radio and online banner advertising. Full Throttle 15-second ads teasing the "Initiation" theme began airing on "Best Damn Sports Show Period" the week of January 9.

Full Throttle is also a presenting sponsor of The "Best Damn Guide to Football." Created by Fox Sports Net's "Best Damn Sports Show Period" and the Sporting News, and available free at retail outlets, the guide features exclusive coverage of football's best, worst, and toughest as well as interviews with "Best Damn Sports Show Period" personalities and more. The "Best Damn Guide to Football" will also be inserted in the Sporting News' February 3 issue, which hits stores January 23.

About Full Throttle
Full Throttle was recently named the "Retailer Choice Best New Product Of 2005" in the alternative beverage category by CSP Magazine. The award is voted on by retailers who represent more than 160 convenience retail chains. Building on its 2005 momentum, Full Throttle Fury and Full Throttle Fury Sugar Free will launch nationally this month. Full Throttle Fury will be highlighted in one of the two 15-second teaser ads. These new line extensions have a unique citrus flavor and come in eye-catching bright red cans featuring the brand's signature logo, flame graphics and brash personality.

VAULT and a sugar-free version of the brand, VAULT Zero, will be launched nationally in February. VAULT is not a soft drink or an energy drink, rather a first-of-its-kind hybrid energy soda that delivers the best attributes both categories have to offer. VAULT is designed to appeal to young adults looking for the ultimate combination of a bold citrus taste, thirst-quenching refreshment and an energy boost. The brand launch will be supported by extensive sampling and an integrated marketing campaign developed by Publicis New York, that will include television, radio, outdoor and point-of-sale advertising featuring the tagline, "DRINKS like a soda, KICKS like an energy drink."

About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company markets four of the world's top five soft drink brands, including Diet Coke®, Fanta® and Sprite®, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1 billion servings each day. For more information about The Coca-Cola Company, please visit our website at

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