For one thing, Full Throttle was still the title sponsor of NHRA and it would be detrimental to Coca-Cola’s relationship with the NHRA if they discontinued their official energy drink while the sponsorship was still on-going. One of the key questions left to be answered is that, since Full Throttle has been given less investments in the past few years, why hasn’t there been communication to acknowledge its discontinuation?Įven though Full Throttle has been at the end of its product life cycle for more than a year, it would appear that there were multiple factors playing into why no official announcements were made. And now the loss of the NHRA official sponsorship, which removes even more functionality from this brand. Then the website’s functionality was limited to the above image – there is no click-through possible except for privacy policies, contact info, and the link to NHRA.
First the underperforming flavors of Diet Full Throttle, Blue Agave, and Red Berry (Fury) were phased out leaving only the Regular Citrus as the sole Full Throttle marketing offering. But with the distribution switch from Rockstar Energy to Monster Energy, and the rise of Coca-Cola’s other homegrown energy drink – Nos Energy Drink – there just wasn’t any room for Full Throttle.
Full Throttle had four flavors existing in the Canadian marketplace as recent as just two years ago. This effectively spells the end of Full Throttle as Coca-Cola continues to reduce investments in this homegrown energy drink brand. The Sports Business Daily article also mentions some quick insights into why Mello Yello was given title sponsorship over other Coca-Cola beverage brands (link here).
Various news outlets reported that Coca-Cola’s Mello Yello will be replacing Full Throttle as the title sponsor of the National Hot Rod Association (NHRA) in 2013. However, the website will soon undergo changes to remove the NHRA logo and “drag racing” copy. The above image is what the viewer sees when they visit Full Throttle Energy’s website.
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