Jolt Cola is an American brand of carbonated soft drink that was created in 1985 by C.J. Rapp as a high-caffeine beverage. It was marketed primarily to students and young professionals, emphasizing its higher caffeine content as a means to promote increased alertness and energy. One of the brand's key strengths was its early recognition of the energy drink market, which has since become a highly competitive and lucrative industry. Jolt Cola's distinctive branding, with slogans like "All the sugar and twice the caffeine," helped it to stand out in the crowded soft drink market. However, despite its initial popularity and cult following, Jolt Cola's global brand awareness has waned over the years, especially as the market has become dominated by other energy drink brands. The company has experienced various ups and downs, including a bankruptcy filing and subsequent relaunches, which have affected its visibility and presence in the global market.