The Coca-Cola Company is hoping its new Full Throttle beverage will be a winner in the high-octane energy drinks arena.

The product goes on sale in US convenience stores in January and is being launched at a Las Vegas convention this week.

Coca-Cola has so far been a non-contender in the $1 billion (€778m, £541m) US energy drinks market, currently dominated by Austrian-based Red Bull's eponymous product and by arch-rival Pepsico's Mountain Dew AMP and SoBe Adrenaline Rush brands.

But as competitors know to their cost, Coke traditionally powers its way into a new market with the sheer weight of its advertising dollars and Olympic-standard distribution machine.

The advertising campaign for citrus-flavored Full Throttle has been created by the Mother agency in New York and its target is young men aged 20 to 30.

Data sourced from Wall Street Journal Online; additional content by WARC staff