Live+ is an energy drink marketed to New Zealanders by Monster Beverage Corporation.[1] It was originally known as Lift+ or Lift Plus and created and produced by Coca-Cola Amatil based on the soft drink Lift.[2]
History
editThe brand, originally known as Lift Plus was which was introduced to New Zealand in 1999.[1] The brand over the years has seen an extensive marketing campaign, especially on the television show "Pulp Sport".[citation needed] The slogan for Lift Plus was "Sharpen Up!"[1] until mid-2011 when the new Lift Plus Extra Strength was launched and the slogan was changed to "wake up your buds" and "choose your level".[citation needed] The choose your level slogan refers to the fact that Lift Plus Extra Strength has 32 mg/100 mL of caffeine when the Original Lift Plus has 14 mg/100 mL.
In 2011, Coca-Cola Amatil claimed that Lift Plus and the Mother energy drink had a combined share of 20 per cent the New Zealand energy drink market or 3.7 per cent of the non-alcoholic ready-to-drink market.[3]
In 2018, the name changed from Lift+ to Live+ and ownership was transferred from Coca-Cola Amatil to Monster Beverage Corporation.[1]
The drink was also available in Australia from 1999 to 2003, leaving many Australians disappointed with its replacement “Recharge by Sprite” which was short lived.
Varieties
editLIVE+ Original Citrus
The original drink in the range, previously known as Lift Plus Original and LIVE+ Persist
LIVE+ Zero Sugar
formerly known as Lift Plus Sugarfree, Lift Plus Zero and LIVE+ Ascend
LIVE+ Tart Apple
formerly known as Lift+ Green and Live+ Ignite
LIVE+ Watermelon A new flavour entered the market in April 2022[4]
Lift Plus Extra Strength
A discontinued Extra Strength version of the original Lift Plus drink.
See also
editReferences
edit- ^ a b c d "LIFT+ BECOMES LIVE+". supermarketnews.co.nz. 22 June 2018.
- ^ Red Bull and Monster energy drink staple forces man to kick litre-a-day habit, Stuff.co.nz Jan 26 2016
- ^ Firms fuelling the thirst for energy drinks, Stuff.co.nz Jul 23 2011
- ^ "Facebook Post". Facebook. Retrieved 25 June 2023.[better source needed]