• Adweek, Monday, April 16, 2007 10:15 AM

Jolt Cola, once the hot, super-caffeinated beverage of cramming college students and other night owls is readying a comeback to try to take on the new breed of "energy drinks." Owned by Wet Planet Beverages of Rochester, N.Y., Jolt has tapped its first lead creative agency in Omnicom Group's Colangelo Synergy Marketing.

The new brand plays down the cola aspect, going by the name "Jolt Energy" instead. Advertising is due out in June and will be supported by point-of-sale, online and promotional efforts. Insiders say that Jolt will back its marketing efforts with ad spending similar to that of Red Bull, which ponied up $50 million in media last year, according to TNS Media Intelligence.

"[Jolt] was the first truly energized beverage on the scene, and we have this rare opportunity to market it to a broad audience for the first time," says Colangelo's marketing director, Marke Rubenstein.

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