Coke relaunches energy drink with hip-hop flair

ATLANTA: Coca-Cola relaunched its Full Throttle Fury energy drink September 30 with a new campaign and spokesman, hip-hop artist Big Boi. The effort focuses on in-person events with Big Boi, one half of hip-hop duo OutKast, and music in general, to reach its target audience of African-American males.

“Working with Big Boi is an exciting celebrity music partnership, which plays to a key passion of our consumer target of African-American males,” said Lori George Billingsley, director of community and multicultural ...