Coke, Hornets Renew Long-Term Deal UM, Coca-Cola Ticket Promotion Pulled Coke Leery Of Pepsi Ads Near Daytona Brands Active Around World Cup Despite Protests Coke Goes Big With World Cup Campaign PNC Park Switching From Pepsi To Coca-Cola Tony Stewart Promotes Coke Zero 400 Coca-Cola Signs Four Olympians For Sochi Entertainers Helping Sports Sponsorship Awareness Coke, AT&T To Sponsor "Conan" Shows In ATL
SBD/30/Sponsorships Advertising Marketing
POWERADE LAUNCHES NEW CAMPAIGN, NEW LOOK
Published March 30, 1995
POWERaDE, a product of the Coca-Cola Co. and Official Sports Drink of the '96 Olympics, launched a new national campaign, with a "bold attitude," a new logo and a new icon, the "a-line." Coca-Cola USA VP/Marketing Frank Bifulco: "POWERaDE has 33 percent more carbohydrates than Gatorade, and that point of difference versus its 30-year-old competitor will be a centerpiece of POWERaDE advertising. Also, the new a-line icon communicates the brand personality simply and quickly. It's powerful, bold, and represents the pinnacle of athletic performance." The multi-media advertising campaign begins April 4 and is being handled by McCann-Erickson (Coca-Cola)....Coca- Cola signed a letter of intent to acquire Barq's, which is No. 2 in root beer market share behind A&W (WALL STREET JOURNAL, 3/30).