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GATORADE WAKES UP BALTIMORE
Published September 19, 1994
This morning's BALTIMORE SUN reports on local test marketing efforts for SunBolt, Gatorade's "new drink aimed at taking morning market share away from coffee and orange juice": "People who run into SunBolt product samplers are likely to encounter someone in a bright-colored uniform, driving a truck painted in SunBolt's eye-popping logo, and maybe roller-blading down the street with a small helium balloon harnessed to his shoulders." According to Gatorade's Patti Jo Sinopoli the campaign will also feature morning-drive radio advertising. David Wellman, new products editor of FOOD AND BEVERAGE MARKETING MAGAZINE: "They're looking at it as a morning impulse buy. They're trying to get a piece of the breakfast market as (an) alternative to coffee and orange juice" (Timothy Mullaney, Baltimore SUN, 9/19). In this week's BARRON'S, Shirley Lazo reports that "takeover speculation and investor jitters about economic growth are heating up food stocks such as" Gatorade parent company, Quaker Oats (BARRON'S, 9/19 issue).