In almost two years, Full Throttle Blue Demon, has nearly doubled in volume from the company executives’ original projections.Īccording to company representatives, Full Throttle Blue Demon has become the key growth product for the Full Throttle product line. For inspiration they relied on the Blue Demon, a Mexican luchador (wrestler) and movie star. In late 2006, recognizing a desirable market when they saw it, marketers at The Coca-Cola Company decided to target blue collar Latino men 20 to 30 years of age with a new energy drink. Hispanics represent 27 percent of the total energy drink volume consumed in the United States. Coca-Cola’s Full Throttle Blue Demon energy drink
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