Food Industry
Industry: Email Alert RSS FeedGatorade girds for national gallonage games. (competition from Pepsi-Cola Co.'s All Sport and Coca-Cola Co.'s PowerAde)
Beverage Industry, April, 1994 by Kelley, Kristine Portnoy
Coca-Cola Co and Pepsi-Cola Co are both planning national launches of isotonic sports drinks to compete with Quaker Oats Co's Gatorade. Pepsi's national advertising for All Sport began in Mar 1994. Pepsi is expected to spend approximately $30 million to promote the brand. Coke plans to begin national promotion of PowerAde in May 1994, with advertising during beach volleyball games shown on National Broadcasting Company Inc and during the National Basketball Assn playoffs. Coke will also focus on PowerAde during its coverage of the World Cup 1994. The media budget for PowerAde is about $25 million. Gatorade will spend over $30 million to counter the new competition.
Coke, Pepsi and Gatorade will get down and dirty to reach the hot and sweaty
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