Aitch x Relentless

Coca-Cola Europacific Partners (CCEP) has unveiled a campaign for Relentless, with rapper Aitch making his debut as the new ambassador for the brand.

Relentless’ new #WithoutLimits campaign aims to inspire the next generation to live, dream, dance and create without limits.

The campaign includes a one-minute 44 second hero film, teasers, behind the scenes clips and images available on YouTube, Facebook, Twitter and Instagram, where viewers can follow Aitch as he imagines what a day without limits would look like in his hometown, Manchester.

Also available now, shoppers can get their hands on Aitch x Relentless Origin limited edition 500ml cans which feature an on-pack promotion with money-can’t-buy prizes.

Vice-president, commercial development at Coca-Cola Europacific Partners Martin Attock, said: “Our energy drinks brands have continued to grow over the past twelve months – up 30% in value and performing ahead of the market to increase our share of the segment to almost 31%.

“Worth £43m and in growth year to date, Relentless is key to our portfolio and has been powering experiences in music for more than a decade. That’s why partnering with one of the top artists on the UK rap scene is something that we know will resonate well with fans of the brand.

“Combined, our #WithoutLimits campaign and on-pack promotion will drive even more shoppers into stores for a can of Relentless, especially as the on-the-go mission continues to pick up – and we’re urging retailers to take advantage.”