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COCA-COLA USA PLANS POWERADE ROLLOUT IN BOTTLES AND CANS Beverage Designated Official Sports Drink of Olympic Summer Games

 COCA-COLA USA PLANS POWERADE ROLLOUT IN BOTTLES AND CANS


Beverage Designated Official Sports Drink of Olympic Summer Games
 ATLANTA, April 24 /PRNewswire/ -- Coca-Cola USA announced today it is making a major commitment to the sports drink category with the initial rollout early next month of PowerAde in four Southern markets.
 The introduction involving all types of retail locations, from convenience stores to supermarkets, marks the first U.S. availability of the non-carbonated thirst-quencher in bottles and cans.
 Company officials also said the sports drink has been designated the Official Sports Drink of the 1992 Olympic Summer Games and the World League of American Football, which has a team in Birmingham, Ala., one of the introduction markets.
 PowerAde, until now available only at the soda fountain, will be placed on the juice and sports drink aisle in foodstores. Flavors include lemon-lime, orange and fruit punch.
 Other introduction locations include Chattanooga, Tenn., and Augusta and Savannah, Ga. All rollout markets are served by The Coca- Cola Bottling Company United Inc.
 "Now, more than ever, consumers are looking for choices," said Pierre U. Ferrari, senior vice president, marketing, Coca-Cola USA. "We've waited for some time to fully enter the category in order to assure that we have a high quality product that offers a real difference.
 "We will be approaching the sports drink category differently than our competitors by utilizing the power of our bottling system and its access to a wide variety of outlets and channels.
 "This should change the dynamics of the entire category and significantly expand it further," Ferrari said.
 PowerAde is designed to replace body fluids lost during physical exertion. Along with its light, smooth taste, PowerAde delivers one- third more carbohydrates for energy than the current category leader and features less sodium.
 The introduction will be accompanied by local television and radio commercials, as well as extensive coupon and sampling activities.
 PowerAde will be available in 20-, 32- and 64-ounce bottles with a special easy-grip, wide-mouth design. Cans primarily will be used in vending machines.
 Distribution also will be targeted at "points of sweat," ranging from health and fitness clubs to industrial job sites.
 Packaging will be bold and distinctive, featuring a blue color scheme, red lettering and a logo incorporating the image of a runner.
 First introduced in 1990, the thirst-quencher also will remain available as a fountain product in selected convenience stores throughout the U.S.
 -0- 4/24/92
 /CONTACT: Bob Bertini of Coca-Cola USA, 404-676-5173/ CO: Coca-Cola USA ST: Georgia IN: FOD SU:


EA-BR -- AT008 -- 2461 04/24/92 12:34 EDT
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Publication:PR Newswire
Date:Apr 24, 1992
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