Powerade

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For the hockey arena, see Powerade Centre.
POWERade
Type Nutrient-Enhanced Sports Drink Beverage
Manufacturer The Coca-Cola Company with creative control under Glacéau.
Country of origin United States
Introduced 1988

POWERade is a sports drink manufactured and marketed by The Coca-Cola Company. First introduced in 1988, its primary competitor is PepsiCo's Gatorade. As of July 2007, Powerade has grown to take 14.5 percent of the United States market in its category.[1] Gatorade remains the market leader with about 83.1 percent market share.[1]


Contents

[edit] History

In 1994, Powerade became the official sports drink of the Great Olympics alongside Aquarius, another sports drink made by Coca-Cola. [2] In July 2001, Coca-Cola Company launched a new formula for Powerade including vitamins B3, B6 and B12, which play a role in energy metabolism.

In July 2005, the Coca-Cola Company updated the bottles of the standard PowerAde (previous logo styling) to a new sport-grip bottle.

In 2005, Coca-Cola Company introduced Powerade Option to the United States, in response to Gatorade's popular Propel. Option is a "low Calorie sports drink" that is colorless and sweetened with high fructose corn syrup, sucralose, and acesulfame potassium, to provide sugar-conscious consumers with another rehydration choice. Powerade has taken 36% of the Fitness Water category behind Propel's 42%.

Powerade also conducted a marketing campaign that took advantage of the rumours surrounding the sequels to the first Matrix movie, The Matrix Reloaded and The Matrix Revolutions,[citation needed] wherein an agent would encourage viewers to "Drink more PowerAde (previous logo styling)". Powerade vending machines can also be seen in some levels of the Enter the Matrix video game, and the option flavor 'Matrix Green' was also developed as part of this campaign. It was also featured in Tony Hawk's American Wasteland.

In June 2007, Coca-Cola Company bought Glacéau, owner of brands such as vitaminwater and smartwater, for $4.1 billion, a price tag that signaled the company’s seriousness in pursuing growth of non-carbonated beverages. Since then, the company has also given its Glacéau management team control of its Powerade sports drink brand, which competes directly with Gatorade.

[edit] Ingredients

Nutrition Facts
Serving Size 8 fl oz (244 g)
Servings Per Container 2.5
Amount Per Serving
Calories 78 Calories from Fat 1
% Daily Value*
Total Fat 0 g 0%
   Saturated Fat 0 g 0%
   Trans Fat g
Cholesterol 0 mg 0%
Sodium 54 mg 2%
Potassium 31.7 mg 1%
Total Carbohydrate 19 g 6%
   Dietary Fiber 0 g 0%
   Sugars 15 g
Protein 0 g
Vitamin A 0%      Vitamin C 2%
Calcium 0%      Iron 3%
*Percent Daily Values are based on a 2,000-calorie diet. Your Daily Values may be higher or lower depending on your calorie needs.

Ingredients:[3]

Note: Standard 8 ounce servings meet the FDA definition of 'low sodium' and have less sodium than a glass of chocolate milk. [4]

Ingredients may vary from flavor to flavor.

[edit] Competition

Powerade's main competition is Gatorade marketed by the Quaker Oats Company, a division of PepsiCo. In April 2009 Pepsi sued Coca-Cola to stop an advertisement campaign saying Powerade ION4 is superior to Gatorade. Coca-Cola claim Powerade contains calcium and magnesium which Gatorade does not. Pepsi said Powerade contains 0.5 percent of the daily recommended allowances of calcium and magnesium.[5]

Kool-Aid also holds a fair share of potential sports drink consumers. CeraSport made by Cera Products Inc. is a non-glucose, rice-based oral rehydration and performance drink. All Sport is a competitor marketed by The Monarch Beverage Company, of Atlanta, Georgia. All Sport was marketed by PepsiCo until 2001, when Gatorade's maker, the Quaker Oats Company was acquired by PepsiCo. All Sport was sold off to the Monarch Beverage Company soon after.

Outside the United States the Lucozade energy drink (manufactured since 1927 by the pharmaceutical company now known as GlaxoSmithKline) competes with Gatorade. Lucozade's formulation differs in that it uses primarily glucose and contains caffeine. The more direct competitor to Gatorade and Powerade is Lucozade Sport.

[edit] Criticism

Like its main competitor, Gatorade, Powerade is made with sugar syrups and salt.[6] One Powerade ad campaign has been accused of being deceptive and false by Pepsi, the parent maker of Gatorade.[7]

[edit] Sponsorships

  • Powerade is the official sports drink of the Australian, New Zealand, and England rugby teams, Socceroos, the AFL, PGA Tour, NASCAR, NHRA, NCAA, the U.S. Olympic Team (excluding U.S.A. Basketball and U.S. Soccer, which have deals with Gatorade) and many other national Olympic federations, The Football League[8] and many other soccer leagues and teams around the world, FIFA, and the IOC in no small part due to their overall contracts with Coca-Cola. Various other competitions also have sponsorship deals with the brand, although Gatorade historically has secured the lion's share of sponsorships. The drink is also Sponsor of the Honduran Soccer Team C.D. Olimpia.
  • The brand has many spokespersons, including LeBron James, Wayne Rooney, Matt Kenseth and Venus Williams. Some also promote other Coke-owned brands.
  • The brand is also the exclusive beverage sponsor of the Hoops in the Sun basketball summer league, based out at Orchard Beach in the Bronx, New York. It is the only summer basketball league to be sponsored by the brand.

[edit] References

  1. ^ a b State of the Industry - Beverage Blockbusters 2007 Beverage industry, Jennifer Ziegler, July 2007.
  2. ^ Coca-Cola english - Productos
  3. ^ Powerade - The BevNET.com Review
  4. ^ ABC News: Sports Drinks: Winners and Losers
  5. ^ PepsiCo Sues Coca-Cola Over Powerade Advertisements - Bloomberg.com - April 13, 2009
  6. ^ Critics Say Soda Policy for Schools Lacks Teeth - New York Times
  7. ^ CNN.com - Transcripts
  8. ^ COMMERCIAL PARTNERS | The Football League | Commercial | Commercial Partners

[edit] External links

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Brands of Sports drinks
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