Coke Readies $60M Splash for Powerade Push, Extensions - Coca-Cola Co - Brief Article

Brandweek, May 14, 2001

ATLANTA--Coca-Cola, looking to combat PepsiCo's pending acquisition of Gatorade, will relaunch its own Powerade sports drink in mid-July via a $60 million campaign featuring TV, print and outdoor ads with the likely tag: Energy for Life," Powerade will have a nutraceutical bent with the addition of B vitamins.

Powerade Light, with 25 calories, will also debut, followed by breakfast drink Powerade A.M., herbally-enhanced Powerade Psych and a third unnamed SKU. Meanwhile, reports claim the FTC may try to block PepsiCo's acquisition of Quaker Oats and Gatorade due to unfair competition. Pepsi agreed to sell its All Sport drink to Monarch Beverages to ease FTC concerns regarding the bid for Quaker's Gatorade.