Vault was a sweetened

energy drink An energy drink is a type of non-alcoholic psychoactive functional beverage containing stimulant compounds, usually caffeine (at a higher concentration than ordinary soda pop) and taurine, which is marketed as reducing tiredness and improving pe ...

and

carbonated Carbonation is the chemical reaction of carbon dioxide to give carbonates, bicarbonates, and carbonic acid. In chemistry, the term is sometimes used in place of carboxylation, which refers to the formation of carboxylic acids. In inorganic che ...

beverage that was released by

The Coca-Cola Company The Coca-Cola Company is an American multinational corporation founded in 1892. It manufactures, sells and markets soft drinks including Coca-Cola, other non-alcoholic beverage concentrates and syrups, and alcoholic beverages. Its stock is lis ...

in June 2005 and marketed until December 2011. It was touted as an artificially flavored hybrid energy soda. Coca-Cola was marketing Vault as a combination with the slogan "Drinks like a soda, kicks like an

," as well as "The Taste. The Quench. The Kick." "Get it done, and then some", "Chug & Charge", and "Get to it!".

Marketing

Vault was a citrus-flavored beverage containing many of the same ingredients as the Coca-Cola beverage

Surge Surge means a sudden transient rush or flood, and may refer to: Science * Storm surge, the onshore flow of water associated with a low-pressure weather system * Surge (glacier), a short-lived event where a glacier can move up to velocities 100 t ...

. It was discontinued in 2011 in favor of a reintroduced

Mello Yello Mello Yello is a highly caffeinated, citrus-flavored soft drink produced, distributed and created by the Coca-Cola Company that was introduced on March 12, 1979, to compete with PepsiCo's Mountain Dew. According to Donovan, songwriter and perf ...

. Test-marketing occurred in a limited area from June 2005 through

Labor Day Labor Day is a Federal holidays in the United States, federal holiday in the United States celebrated on the first Monday of September to honor and recognize the Labor history of the United States, American labor movement and the works and con ...

2005. During this time, the drink was only available in certain markets in

Alabama Alabama ( ) is a U.S. state, state in the Southeastern United States, Southeastern and Deep South, Deep Southern regions of the United States. It borders Tennessee to the north, Georgia (U.S. state), Georgia to the east, Florida and the Gu ...

Georgia Georgia most commonly refers to: * Georgia (country), a country in the South Caucasus * Georgia (U.S. state), a state in the southeastern United States Georgia may also refer to: People and fictional characters * Georgia (name), a list of pe ...

Kansas Kansas ( ) is a landlocked U.S. state, state in the Midwestern United States, Midwestern region of the United States. It borders Nebraska to the north; Missouri to the east; Oklahoma to the south; and Colorado to the west. Kansas is named a ...

Michigan Michigan ( ) is a peninsular U.S. state, state in the Great Lakes region, Great Lakes region of the Upper Midwest, Upper Midwestern United States. It shares water and land boundaries with Minnesota to the northwest, Wisconsin to the west, ...

North Carolina North Carolina ( ) is a U.S. state, state in the Southeastern United States, Southeastern region of the United States. It is bordered by Virginia to the north, the Atlantic Ocean to the east, South Carolina to the south, Georgia (U.S. stat ...

South Carolina South Carolina ( ) is a U.S. state, state in the Southeastern United States, Southeastern region of the United States. It borders North Carolina to the north and northeast, the Atlantic Ocean to the southeast, and Georgia (U.S. state), Georg ...

Tennessee Tennessee (, ), officially the State of Tennessee, is a landlocked U.S. state, state in the Southeastern United States, Southeastern region of the United States. It borders Kentucky to the north, Virginia to the northeast, North Carolina t ...

Virginia Virginia, officially the Commonwealth of Virginia, is a U.S. state, state in the Southeastern United States, Southeastern and Mid-Atlantic (United States), Mid-Atlantic regions of the United States between the East Coast of the United States ...

Texas Texas ( , ; or ) is the most populous U.S. state, state in the South Central United States, South Central region of the United States. It borders Louisiana to the east, Arkansas to the northeast, Oklahoma to the north, New Mexico to the we ...

, and

West Virginia West Virginia is a mountainous U.S. state, state in the Southern United States, Southern and Mid-Atlantic (United States), Mid-Atlantic regions of the United States.The United States Census Bureau, Census Bureau and the Association of American ...

. Vault was released nationally in February 2006 following commercials that were shown during the pregame show for

Super Bowl XL Super Bowl XL was an American football game between the National Football Conference (NFC) champion 2005 Seattle Seahawks season, Seattle Seahawks and the American Football Conference (AFC) champion 2005 Pittsburgh Steelers season, Pittsburgh S ...

Formulation

Coca-Cola representatives and the

American Beverage Association The American Beverage Association (ABA) is a government lobbying group that represents the beverage industry in the United States. Its members include producers and bottlers of soft drinks, such as The Coca-Cola Company, PepsiCo, and Keurig Dr Pe ...

stated that Vault contained 47 mg of

caffeine Caffeine is a central nervous system (CNS) stimulant of the methylxanthine chemical classification, class and is the most commonly consumed Psychoactive drug, psychoactive substance globally. It is mainly used for its eugeroic (wakefulness pr ...

per 237 ml (8 fl. oz.) serving, or 70.5 mg per 355 ml (12 fl. oz.) can, and 117.5 mg per 20 fl. oz.

PET A pet, or companion animal, is an animal kept primarily for a person's company or entertainment rather than as a working animal, livestock, or a laboratory animal. Popular pets are often considered to have attractive/ cute appearances, inte ...

bottle. This caffeine amount was substantially higher than Surge's 52.5 mg per 12 fl. oz.,

Mountain Dew Mountain Dew, stylized as Mtn Dew in some countries and colloquially known as Dew in some areas, is a soft drink brand owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage Bottler (company), bottlers Barney and A ...

's 54 mg per 12 fl. oz.,

's 51 mg per 12 fl. oz., or

Sun Drop Sun Drop is a citrus-flavored soft drink produced by Keurig Dr Pepper with a yellowish-green color. Among soft drinks, it is known for its high caffeine content. Orange juice concentrate is an ingredient in the drink. Bottled Sun Drop uses real su ...

's 63 mg per 12 fl. oz. There were several varieties of Vault, the two most common being Vault and Vault Zero.

Packaging

Vault was available in 16.9 fl oz, 20 fl oz, and 24 fl oz.

bottles, 6-, 12- and 18-, and 24-pack cans, 1- and 2-liter bottles, and 16 oz extended cans.

Variants

In September 2005, The Coca-Cola Company released Vault Zero, a diet version of the citrus soda. Grape Vault and Peach Vault were two variants available only from Coca-Cola Freestyle machines.

Advertising

Television commercials for Vault featured men performing extraordinary tasks while drinking Vault, in line with the slogan, "Vault. Get to it!" One such commercial featured a man building a

robotic Robotics is the interdisciplinary study and practice of the design, construction, operation, and use of robots. Within mechanical engineering, robotics is the design and construction of the physical structures of robots, while in computer s ...

scarecrow A scarecrow is a decoy or mannequin that is often in the shape of a human. Humanoid scarecrows are usually dressed in old clothes and placed in open fields to discourage birds from disturbing and feeding on recently cast seed and growing crops. ...

with laser eyes that rids his farm of crows, foxes, rabbits, and

hippies A hippie, also spelled hippy, especially in British English, is someone associated with the counterculture of the 1960s, counterculture of the mid-1960s to early 1970s, originally a youth movement that began in the United States and spread to dif ...

. Other commercials included a man converting his and his neighbors' backyards into a football field using

explosives An explosive (or explosive material) is a reactive substance that contains a great amount of potential energy that can produce an explosion if released suddenly, usually accompanied by the production of light, heat, sound, and pressure. An exp ...

and a

chainsaw A chainsaw (or chain saw) is a portable handheld power saw, power saw that cuts with a set of teeth attached to a rotating chain driven along a guide bar. Modern chainsaws are typically gasoline or electric and are used in activities such as t ...

; a man renovating his house into a giant

birdcage A birdcage (or bird cage) is a cage (enclosure), cage designed to house birds as pets. Antique (or antique-style) birdcages are often popular as collectors' items or as household decor but most are not suitable for housing live birds, being to ...

; a man who blows up a reef bed to obtain a large amount of pearls in order to win his girlfriend back from a

Fabio Fabio is a given name descended from Latin ''Fabius'' and very popular in Italy and Latin America (due to Italian migration). The name is written without an accent in Italian and Spanish, but is usually accented in Portuguese as ''Fábio'' (with t ...

esque man, and a man excelling at

paintball Paintball is a competitive sport, competitive team sport, team shooting sport in which players eliminate opponents from play by hitting them with spherical dye-filled gelatin capsules called Paintball equipment#Paintballs, paintballs that b ...

, at one point using a squirrel as an improvised weapon.

Expansion

''Vault Red Blitz'', a new Vault flavor, was released in late-February 2007 to compete with PepsiCo's Mountain Dew Code Red, along with promotional pricing in select areas. Until its release, Coca-Cola had only released

Cherry in limited markets as a competitor to Code Red, which has been available since 2001. Vault Red Blitz is berry-flavored, red, and also features the herbal supplement

guarana Guaraná ( from the Portuguese ''guaraná'' ; ''Paullinia cupana'', syns. ''P. crysan, P. sorbilis'') is a climbing plant in the family Sapindaceae, native to the Amazon basin and especially common in Brazil. Guaraná has large leaves and clu ...

. In 2006, Vault Zero was reformulated in response to a lawsuit over allegations that ingredients in

Fanta Fanta () is an American-owned brand of fruit-flavored carbonated soft drinks created by Coca-Cola Deutschland under the leadership of German businessman Max Keith. There are over 200 flavors worldwide. Fanta originated in Germany as a Co ...

Pineapple and Vault Zero had the potential in certain circumstances to combine to form

benzene Benzene is an Organic compound, organic chemical compound with the Chemical formula#Molecular formula, molecular formula C6H6. The benzene molecule is composed of six carbon atoms joined in a planar hexagonal Ring (chemistry), ring with one hyd ...

, a

carcinogenic A carcinogen () is any agent that promotes the development of cancer. Carcinogens can include synthetic chemicals, naturally occurring substances, physical agents such as ionizing and non-ionizing radiation, and Biological agent, biologic agent ...

compound.

References

External links

* {{DEFAULTSORT:Vault (Soft Drink) Coca-Cola brands Energy drinks Citrus sodas Food and drink introduced in 2005 Products and services discontinued in 2011 Defunct drink brands Discontinued soft drinks