Relentless puts energies into mag

Energy drink Relentless is joining forces with dirt bike magazine MotoX in a £1.5 million multi-media

campaign.

As well as being sampled at the magazine's action sports events, the brand will sponsor some of the UK's rock music festivals next year.

Marketing spokesman Simon Hawkins said: "Relentless has been embraced across the core action sport and music culture that inspired its positioning, and the brand message is moving into the mainstream where the energy-needy are buying into the brand's No Half Measures approach."

Relentless is sold in a 50 cl can and targeted at 18

to 35-year -olds who feel that one can of 25 cl energy is not enough. On-pack messaging will be enhanced on single packs to give more prominence to the No Half Measures message, Hawkins said.