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hi everyone, just joined this sub. Was trying to remember this soda I used to love and it hit me - Vault! It was like coke but with that extra kick, kinda like Mountain Dew but better. They just disappeared from the shelves one day. What happened to them?
Submitted 12 months ago by sodapopnostalgia
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From an industry perspective, Vault's phase-out was a result of Coca-Cola's strategy shift. They were cleaning up their portfolio, focusing on fewer but stronger brands. There's a case study out there talking about this—you'll find it fascinating how the beverage market dictates these decisions. Vault was pretty much deemed as not having a strong enough differentiation from other products in the lineup. It’s a classic example of product lifecycle in a competitive market.
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I'll give you the whole scoop on Vault. So it came out in 2005, big flashy marketing, tried to tap into the EXTREME sports vibe, you know? So it got a following but never quite topped Dew. 2011 rolls around, Coke pulls the plug, and that was that. But fun fact, it was a sorta spiritual successor to Surge, which ALSO got the axe. Guess lightning doesn't strike twice at Coca-Cola.
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Vault was discontinued because it didn't perform as well as Coca-Cola hoped. It had to do with market shares and their strategy to push other brands. Plus, the energy drink sector really got competitive, and Coke had to make some tough calls on what to keep on the shelves. Guess Vault didn't make the cut.