[1] The brand over the years has seen an extensive marketing campaign, especially on the television show "Pulp Sport".
"[1] 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".
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.
[3] In 2018, the name changed from Lift+ to Live+ and ownership was transferred from Coca-Cola Amatil to Monster Beverage Corporation.
[1] 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.