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Volume 25 No. 196
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GOTTA DRINK TO WIN: GATORADE TO LAUNCH FIRST CONSUMER PROMO

     Gatorade is set to launch its "first-ever" consumer
promotion, according to ADVERTISING AGE.  NBA sponsor Gatorade
next week launches its "Sweat it Out" under-the-cap promotion,
tied to the NBA playoffs.  Consumers will win an unspecified
prize if the cap correctly predicts the outcome of the NBA
finals.  Gatorade will support the multi-million dollar effort
with ads from Chicago-based Bayer Bess Vanderwarker.  The spots
will star Michael Jordan.  The promotion is a "preemptive strike"
against Coca-Cola, which is expected to leverage its Olympic
sponsorship with a summertime promotion for its PowerAde product,
and Pepsi-Cola, which is expected to run an All-Sport promotion
this summer as well (AD AGE ONLINE, 4/17).