POWERADE LAUNCHES NEW CAMPAIGN, NEW LOOK
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).