Coke Juices Up PowerAde In-Store, Media - Coca Cola Co. advertises sports drink - Statistical Data Included

Brandweek, Nov 9, 1998 by Theresa Howard

Coca-Cola Co. will bolster ad spending against its Powerade isotonic drink by upwards of 40% next year to upwards of $18 million, as it rolls two new flavors and a major in-store merchandising program.

In January, Coke will launch two new Powerade flavors, Arctic Shatter and a blue-hued Dark Downburst, as it ups its media ante in TV, radio and print, as well as making the brand's first big in-store push that spans point of sale merchandising and display, shelf-talkers and sampling. Last year the company poured $12.6 million into media, per Competitive Media Reporting. Ads via McCann Erickson, N.Y., will continue the brand's "Keep Playing" tagline.

"New flavor launches usually take place a little later in the year but we are launching in January to leverage our year-round participation in youth, team sports based on the gain in our youth penetration," said George Hodges, senior brand manager for Powerade. "We have maintained a consistent strategy focusing on youth and youth sports and that is paying off."

The brand boosted distribution to junior and senior high schools nationwide by 20% in 1998, compared to last year, bringing its penetration of that channel to 60%.

Sales for the brand throughout food, drug and mass merchants jumped 31.6%, to $68.3 million, for the 52-weeks ended Oct. 11, IRI said, outpaces the category's 12.6% growth for 1997. Currently the brand maintains a 9.8% share, according to IRI, Chicago.