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
The 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". 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". 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]
Varieties
LIVE+ 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
References
- 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