‘Size Does Matter’: Coca-Cola launches new 500ml BURN

Published March 9th, 2010 - 11:12 GMT

BURN, the premium energy drink from The Coca-Cola Company’s global portfolio of products has been energised and launched in new, larger 500ml can.  The new 500ml BURN launch took place on Jumeirah Beach Residence seaside and featured an exhilarating can-crushing monster truck show as well as an attempt at setting a new Guinness World Record. The launch was attended by over 250 guests including The Coca-Cola Bottler, customers, representatives from the Company and members of the media.

Focussing on the brand’s new size and individual character, the ‘Size Does Matter’ campaign encompasses the drink’s unique identity, while at the same time responding to market requests for more product in the 500ml. BURN’s revamped identity will be supported by an advertising campaign capturing the brand message, ‘Size Does Matter,’ as well as in-store promotions across the region.

Antoine Tayyar, Public Affairs and Communications Director for Coca-Cola Middle East said, “We are excited to be bringing the new BURN 500ml to the UAE today. BURN has been a successful premium energy drink brand amongst our young male adults who are trendsetters and adventurous, and look for energy to experience life to the fullest. With the introduction of the bigger 500ml cans, we will focus our communication to reinforce the correlation of the brand’s effectiveness in providing hydration as well as refreshment of body and mind when your energy is lagging. We always try to meet our consumer’s preferences and demands and the new 500ml can is an answer to their expectations; for BURN fans ‘Size Does Matter’.”

To mark the debut of the new 500ml cans, BURN set a world record in the most number of cans crushed by a vehicle in three minutes during the Monster truck show, crushing tens of thousands of BURN 250ml cans. The BURN can-crushing activities featured a total of three monster truck shows, the first of which attempted to set a new world record, and the rest featuring freestyle stunts and jumps.

Guinness World Record adjudicator, Jason Curran who attended the event to witness the record attempt commented, “This is definitely one of the biggest and most memorable performances I have experienced in a while.”


BURN comes in a unique, smart and a much bigger can with the dynamic, powerful burn flame containing an intensified formula aimed at providing consumers with ability to perform at the best. BURN now has packaging which showcases the impact of the energy drink on consumers and their energy levels – bigger size equals a bigger energy boost. The traditional size of energy drinks across the region is 250 ml and the new 500 ml size of BURN directly reflects the high intensity of the drink by doubling the amount the consumer will receive with each purchase. 

Priced at AED 6 for a 500 ml can and offering a refreshing fruit punch flavour, BURN is one of the most successful energy drinks from The Coca-Cola Company’s global portfolio of products.

Coca-Cola is looking at various on-the-ground consumer activations including above-the-line and below-the-line campaigns, using TV, radio, digital and outdoor channels. Coca-Cola Middle East has chosen a more interactive marketing strategy of direct contact with consumers in order to connect with them and get feedback on its product.

The old crushed 250ml BURN cans were transported to EEG (Emirates Environmental Group) by Coca-Cola to be recycled as a part of the company’s ongoing sustainable packaging efforts.


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