Articles Tagged with ''powerade''

As part of the 2015 NCAA Men’s Final Four events taking place this week in Indianapolis, The Coca-Cola Co., Atlanta, has planned a series of interactive experiences for fans of all ages.

After a strong growth period, the sports drink category is facing competition from brands outside the category.

Reality TV has sparked resurgence in competition programming. Whether it’s dating shows, cooking challenges, sing-offs or physical/mental challenges, viewers aren’t at a loss to satiate their competitive appetites. And now, this kind of intense competition has reached a new platform.

Atlanta-based The Coca-Cola Co. reported worldwide volume growth of 2 percent as well as volume and value share gains for its non-alcohol ready-to-drink (NARTD) beverages portfolio during the first quarter of 2014.

Powerade, a brand of Atlanta-based The Coca-Cola Co., is partnering with Spanish soccer player Andrés Iniesta for its “There’s Power in Every Game” campaign centered around the 2014 FIFA World Cup. Through the campaign, Powerade, the official sports drink of the 2014 FIFA World Cup, will tell stories about soccer players who have overcome adversity to lift their teammates, rally supporters, and inspire communities through their dedication and achievements in the sport, the company says.

Although sports drinks are commonly marketed for their hydration and workout recovery benefits, some consumers also are looking for low-calorie options, according to Chicago-based Mintel.

Atlanta-based The Coca-Cola Co., which launched Dasani Drops in October of last year, launched another brand into the liquid drink mix segment but with a sports drink angle.

Last year offered the sports and protein drinks category a big marketing opportunity through the London 2012 Summer Olympics, says Jennifer Zegler, beverage analyst at Chicago-based market research firm Mintel.