Quaker Oats' Gatorade still has a "huge dominance" in theisotonic drink market, but the competition, including Pepsi's AllSport, keeps making "inroads," according to the CHICAGO TRIBUNE.All Sport's latest marketing effort is a full-page magazine ad(including the June 17 issue of Sports Illustrated) whichincludes a tear-off coupon. The give-away, good for any sizeSport except 64 oz., marks the first time All Sport has chosenthis "promotional route." Other magazines involved are RollingStone, McCall's and Redbook. For a recent 52-week period trackedby Information Resources Inc., All Sport's sales were up 28% to$38M, with an 8% share in supermarkets. Gatorade had sales of$385M, or 80% of supermarket share. Coca-Cola's PowerAde had 7%of supermarket share (George Lazarus, CHICAGO TRIBUNE, 6/17). SEE SPOT RUN: Gatorade's new "Bill of Rights" TV spotstarts airing today. The 30-second ad, called "The First 10Amendments to the Athletic Constitution of America" showsparticipation in a variety of sports, including rugby andlacrosse (George Lazarus, CHICAGO TRIBUNE, 6/17).
