Vault (drink)

Vault

Type	Citrussoda/Energy drink
Manufacturer	The Coca-Cola Company
Country of origin	United States
Introduced	2005(2005)
Discontinued	2011(2011)
Color	Yellow-green
Variants	Vault Zero Vault Red Blitz
Related products	Mello Yello Mountain Dew Sprite Sun Drop Surge Urge
Website	drinkvault

Vaultwas asweetenedenergy drinkandcarbonatedbeverage that was released byThe Coca-Cola Companyin June 2005 and marketed until December 2011. It was touted as an artificially flavored hybrid energy soda. Coca-Cola was marketing Vault as a combination with the slogan "Drinks like asoda,kicks like anenergy drink,"as well as" The Taste. The Quench. The Kick. "" Get it done, and then some "," Chug & Charge ", and" Get to it! ".

Marketing

Vault was a citrus-flavored beverage containing many of the same ingredients as the Coca-Cola beverageSurge.It was discontinued in 2011 in favor of a reintroducedMello Yello.

Test-marketing occurred in a limited area from June 2005 throughLabor Day2005. During this time, the drink was only available in certain markets inAlabama,Georgia,Kansas,Michigan,North Carolina,South Carolina,Tennessee,Virginia,Texas,andWest Virginia.Vault was released nationally in February 2006 following commercials that were shown during the pregame show forSuper Bowl XL.

Formulation

Coca-Cola representatives and theAmerican Beverage Associationstated that Vault contained 47 mg ofcaffeineper 237 ml (8 fl. oz.) serving,or 70.5 mg per 355 ml (12 fl. oz.) can, and 117.5 mg per 20 fl. oz.PETbottle. This caffeine amount was substantially higher than Surge's 52.5 mg per 12 fl. oz.,Mountain Dew's 54 mg per 12 fl. oz.,Mello Yello's 51 mg per 12 fl. oz., orSun Drop's 63 mg per 12 fl. oz.

There were several varieties of Vault, the two most common being Vault and Vault Zero.

Ingredients of Vault Varieties

Vault	Vault Zero
Carbonated Water	Carbonated Water
Citric Acid	Citric Acid
High Fructose Corn Syrup	Aspartame
NaturalandArtificial Flavors	Natural and Artificial Flavors
ConcentratedOrange Juice	Concentrated Orange Juice
Sodium Benzoate	Sodium Benzoate
Erythorbic AcidandEDTA	Erythorbic Acid and EDTA
Caffeine	Caffeine
Potassium Citrate	Potassium Citrate
Yellow #5	Yellow #5
Carob Bean Gum	Carob Bean Gum
	Acesulfame Potassium

Packaging

Vault was available in 16.9 fl oz, 20 fl oz, and 24 fl oz.PETbottles, 6-, 12- and 18-, and 24-pack cans, 1- and 2-liter bottles, and 16 oz extended cans.

Variants

In September 2005, The Coca-Cola Company released Vault Zero, a diet version of the citrus soda. Grape Vault and Peach Vault were two variants available only fromCoca-Cola Freestyle machines.

Advertising

Television commercials for Vault featured men performing extraordinary tasks while drinking Vault, in line with the slogan, "Vault. Get to it!" One such commercial featured a man building aroboticscarecrowwith laser eyes that rids his farm of crows, foxes, rabbits, andhippies.Other commercials included a man converting his and his neighbors' backyards into a football field usingexplosivesand achainsaw;a man renovating his house into a giantbirdcage;a man who blows up a reef bed to obtain a large amount of pearls in order to win his girlfriend back from aFabioesqueman, and a man excelling atpaintball,at one point using a squirrel as an improvised weapon.

Expansion

Vault Red Blitz,a new Vault flavor, was released in late-February 2007 to compete with PepsiCo's Mountain Dew Code Red, along with promotional pricing in select areas. Until its release, Coca-Cola had only releasedMello YelloCherry in limited markets as a competitor to Code Red, which has been available since 2001. Vault Red Blitz is berry-flavored, red, and also features the herbal supplementguarana.

Vault Red Blitz

In 2006, Vault Zero was reformulated in response to a lawsuit over allegations that ingredients inFantaPineapple and Vault Zero had the potential in certain circumstances to combine to formbenzene,acarcinogeniccompound.

See also

• List of defunct consumer brands