PowerAde's new 0-calorie drink ups the ante
USA TODAY, May, 2008 by Theresa Howard
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NEW YORK -- Coca-Cola's PowerAde is giving Gatorade a run for its calorie count.
On the heels of Gatorade's rollout of low-calorie G2, No.2 sports-drink brand PowerAde is going all the way -- to zero calories. Trying to build on the success of diet drinks Coke Zero and Sprite Zero, PowerAde Zero is going into stores now.
Traditional sports drinks, such as regular PowerAde, provide calories for energy as well as electrolytes to replace those lost in vigorous exercise.
"PowerAde offers carbohydrates for those with intense workouts," says Matt Kahn, vice president of marketing. "But there's a whole group of calorie-conscious gymgoers. This is the first major brand to give hydration and electrolytes with zero calories."
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Tennis star Venus Williams will endorse the drink in print ads next week. Other ads in Us Weekly and Men's Health will tout its zero calories vs. Gatorade ...
