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Vault
The official Vault logo.
Description
Flavor:	Citrus
Color:	Yellow-Green
Details
Current Status:	Discontinued
Locations Available:	United States
Year(s) Available:	2005 - 2011
Gallery

Vault was a citrus flavored soda first test-marketed in June 2005 in select regional markets as a successor to Surge soda. To compete with Vault, PepsiCo introduced a similar energy drink called Mountain Dew MDX, which was released on November 1st, 2005. Vault became available nationwide in February 2006. However, it was discontinued in December 2011 after Mello Yello began outselling Vault.

Contents

• 1 Description
• 2 History
• 3 Trivia
• 4 References

Description[]

Vault was a citrus-flavored soda that had a neon yellow-green appearance. It was marketed as an "energy drink" soda and contained many of the same ingredients as Surge. Vault's flavor and color were similar to MDX, as both were promoted as hybrid energy drinks.

Vault also had a Zero Sugar variant, which was released alongside the Full Sugar version and was available throughout its lifespan.

Vault also offered a variety of flavored variants, including a berry-flavored soda called Berry Blitz. Additionally, there were various options available, such as the Coca-Cola Freestyle machines featuring flavor shots like Grape, Orange, Peach, and Lime.

History[]

In December 2004[1], the Coca-Cola Company made the headlines by announcing that they could be working on a Mountain Dew-like citrus-flavored soda that would compete with Original Mountain Dew. It would be a successor to Surge soda, another failed flavor that debuted in 1997 and lasted until the Fall of 2002. That successor is Vault.

Vault made a test-marketing regional release in June 2005. Coca-Cola attempted to rival PepsiCo's MDX energy drink as both energy drink hybrids were in the testing phase[2]. Mountain Dew MDX, alongside its Sugar-Free variant, was released on November 1st, 2005, while Vault, with their Zero Sugar variant[3] was released nationwide in February 2006.

In February 2006, Vault was released nationwide and promoted with two 30-second television commercials that aired before Super Bowl XL. The marketing campaign had a budget of approximately $3.5 million[4]. Following the launch, The Coca-Cola Company developed various advertising campaigns aimed at young men[5], featuring many television commercials[6], billboards, outdoor promotions, and had many catchphrases like "Drinks like a soda, kicks like an energy drink" and "Get to it!"—the latter playfully mocking PepsiCo's Mountain Dew catchphrase, "Do the Dew."[7]

In March 2007, The Coca-Cola Company decided to extend its flavor lineup with Vault Berry Blitz in March 2007[8]. Some flavor shots of Grape, Orange, and Peach in 2009 of a fountain release with their Coca-Cola Freestyle machines[9] with a Lime flavor shot released later on.

PepsiCo's Mountain Dew MDX was discontinued in late 2007 due to consumer confusion and low sales. In March 2009[10], Coca-Cola launched a marketing campaign called the "Don't Dew It" program, which allowed customers to receive a free 16-, 20-, or 24-ounce Vault with any purchase of a 20-ounce Mountain Dew. However, this strategy backfired when Coca-Cola later decided to focus on the relaunch of Mello Yello in 2011[11]. As a result, Vault was discontinued in December of that same year because Mello Yello was outselling it.[12]

Trivia[]

• This was one of the few attempts by the Coca-Cola Company at creating an energy drink. The other attempt was a Coca-Cola Energy drink, which was released in many international markets from 2019 to 2021, before being discontinued.

References[]

1. ↑ https://web.archive.org/web/20110816085301/http://www.bevreview.com/2004/12/23/coming-soon-vault/
2. ↑ https://csnews.com/coca-cola-test-citrus-flavors
3. ↑ https://web.archive.org/web/20110816001712/http://www.bevreview.com/2005/11/13/coming-soon-vault-zero/
4. ↑ https://www.nbcnews.com/id/wbna10947510
5. ↑ https://www.roanecreative.com/vault-2
6. ↑ https://www.youtube.com/watch?v=-ftGUG7GRLE
7. ↑ https://www.prnewswire.com/news-releases/do-the-dew-goes-global-300057411.html
8. ↑ https://web.archive.org/web/20110816084457/http://www.bevreview.com/2006/10/09/coming-soon-vault-red-blitz/
9. ↑ https://web.archive.org/web/20110106041922/http://www.coca-colafreestyle.com/106-choices.jsp
10. ↑ https://web.archive.org/web/20140315224755/http://adage.com/article/news/coke-s-vault-takes-pepsi-s-mtn-dew-coupon-giveaway/135104/
11. ↑ https://csnews.com/coca-cola-investing-comeback-mello-yello
12. ↑ https://www.facebook.com/surgemovement/posts/for-those-of-you-who-loved-vault-i-spoke-with-a-woman-at-coke-on-friday-and-let-/206252699484371/