Mother to Help Coke Launch Full Throttle

NEW YORK Independent shop Mother will launch a radio, print and outdoor campaign beginning in the first quarter for Full Throttle, a new energy drink from Coca-Cola, the client said.

Designed to compete with Red Bull and targeting men ages 20-30, the citrus-flavored Full Throttle contains ginseng extract, caffeine, taurine and vitamins. It hits shelves in January, with primary availability in convenience stores.

Media spending was undisclosed.

Mother in New York is handling the account. Its London office handles Coke Classic for the U.K. market.