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).