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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).