Live+
{{Short description|Brand of energy drink}}
{{Use dmy dates|date=June 2023}}
Live+ is an energy drink marketed to New Zealanders by Monster Beverage Corporation.{{cite web|url=http://supermarketnews.co.nz/lift-becomes-live/ |work=supermarketnews.co.nz |title=LIFT+ BECOMES LIVE+ |date=22 June 2018}} It was originally known as Lift+ or Lift Plus and created and produced by Coca-Cola Amatil based on the soft drink Lift.[https://www.stuff.co.nz/national/health/76035173/red-bull-and-monster-energy-drink-staple-forces-man-to-kick-litreaday-habit Red Bull and Monster energy drink staple forces man to kick litre-a-day habit], Stuff.co.nz Jan 26 2016
History
The brand, originally known as Lift Plus was which was introduced to New Zealand in 1999. The brand over the years has seen an extensive marketing campaign, especially on the television show "Pulp Sport".{{cn|date=December 2018}} The slogan for Lift Plus was "Sharpen Up!" until mid-2011 when the new Lift Plus Extra Strength was launched and the slogan was changed to "wake up your buds" and "choose your level".{{cn|date=December 2018}} The choose your level slogan refers to the fact that Lift Plus Extra Strength has 32 mg/100 mL of caffeine when the Original Lift Plus has 14 mg/100 mL.
In 2011, Coca-Cola Amatil claimed that Lift Plus and the Mother energy drink had a combined share of 20 per cent the New Zealand energy drink market or 3.7 per cent of the non-alcoholic ready-to-drink market.[http://www.stuff.co.nz/business/5329023/Firms-fuelling-the-thirst-for-energy-drinks Firms fuelling the thirst for energy drinks], Stuff.co.nz Jul 23 2011
In 2018, the name changed from Lift+ to Live+ and ownership was transferred from Coca-Cola Amatil to Monster Beverage Corporation.
The drink was also available in Australia from 1999 to 2003, leaving many Australians disappointed with its replacement “Recharge by Sprite” which was short lived.
Varieties
LIVE+ Original Citrus
The original drink in the range, previously known as Lift Plus Original and LIVE+ Persist
LIVE+ Zero Sugar
formerly known as Lift Plus Sugarfree, Lift Plus Zero and LIVE+ Ascend
LIVE+ Tart Apple
formerly known as Lift+ Green and Live+ Ignite
LIVE+ Watermelon
Lift Plus Extra Strength
A discontinued Extra Strength version of the original Lift Plus drink.
See also
References
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{{Energy drinks}}
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{{Coca-Cola brands}}