Date published: May 18, 2012
Journal code: NDRG
In a presentation at the Summit Racing Equipment NHRA Southern Nationals, Full Throttle Energy Drink and Coca-Cola made a $250,000 contribution to the USO May 5 as part of an impactful partnership aimed at celebrating and honoring the efforts of the country's military heroes. The new collaboration will include custom USO-centric Full Throttle packaging and point-of-sale materials, co-branded traditional and digital media, and USO integration and experiential interactivity at Full Throttle's NHRA event footprint. Coca-Cola's Ben Reiling made the presentation to Bette Rose of the USO with NHRA President Tom Compton and U.S. Army Top Fuel driver Tony Schumacher. When the USO was formed in 1941, Coca-Cola was the first to step up and help serve troops around the world, in battle zones, and coming home. The Full Throttle venture is the latest high point in a relationship that continues to prosper. "Every day of the year, the USO works to provide our servicemen and women with the things they need most, such as comforts of home and a connection to their loved ones during lengthy deployments," said USO SVP and Chief Development Officer Kelli Seely. "Partners like Full Throttle make it possible for the USO to liftthe spirits of troops and their families. We are grateful for Coca-Cola's longstanding support and excited about this latest phase of our partnership."