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WORLD-CLASS SPORTS ASSOCIATIONS ADD MUSCLE TO POWERADE NATIONAL INTRODUCTION

 Plans Announced for Sports Drink Launch into More Markets
 ATLANTA, March 16 /PRNewswire/ -- From the Olympic Games to the National League Champion Atlanta Braves, Coca-Cola USA is building an all-star line-up of world-class sports associations to help PowerAde become "the sports drink of the 1990s."
 PowerAde, introduced in six southern U.S. markets in 1992, will be launched this month in much of Georgia, Tennessee, Alabama, Florida and Texas. Additional markets in the Southeast, Northeast and the West will be added this spring as part of a national rollout.
 To help this effort, PowerAde has signed on as the exclusive sports drink of some of the nation's highest profile sports properties.
 Not only is PowerAde the official sports drink in the U.S. of the Olympic Games, the product will be featured at World Cup Soccer events. PowerAde also will be available in the Braves' dugout and locker room areas.
 As part of the sponsorship agreement with the Braves, National League champions in 1991 and 1992, PowerAde will be sold for the first time at Atlanta-Fulton County Stadium from 10 special trademark- identified concession stands on the concourses.
 In addition, the non-carbonated sports drink will be used by thousands of athletes at the U.S. Olympic Training Centers in Colorado Springs, Colo., and Lake Placid, N.Y., as well as at major events involving the U.S. National Governing Bodies of numerous Olympic sports.
 By June, PowerAde is scheduled to be available in bottles and cans to 70 percent of U.S. residents. It also is being sold at fountain in convenience stores and other locations throughout the country.
 "We are changing the dynamics of the sports drink category as only Coca-Cola can," said Dennis Kelly, vice president and general manager, New Beverages Group, Coca-Cola USA. "Not only are we coupling an excellent product with some outstanding sports associations, the strength of our direct store delivery system and its proven track record of customer service will redefine the standard for sports drinks in the '90s."
 Coca-Cola USA will utilize the power of its Bottling system and its access to a wide variety of outlets and channels, including thousands of vending machines, to expand PowerAde. In contrast, most sports drinks are distributed by food wholesalers and brokers.
 PowerAde -- targeted at all types of athletes and individuals whose job requires physical exertion -- is designed to replace body fluids lost during exercise. Along with its light, smooth taste, PowerAde delivers 33 percent more carbohydrates for energy than the current category leader and features less sodium.
 The rollout will be accompanied by local television and radio commercials with the tagline, "More Power To Ya."
 Extensive coupon and sampling activities also are being initiated for the product, including efforts targeted at students now enjoying "spring break" in Daytona Beach, Fla., and South Padre Island, Texas.
 PowerAde -- available in lemon-line, orange and fruit punch flavors -- will be sold in proprietary, 20-, 32- and 64-ounce bottles with an easy grip, wide-mouth design. Cans primarily will be used in vending machines.
 In addition to supermarkets and convenience stores, distribution will be targeted at "points of sweat," ranging from health and fitness clubs to industrial job sites.
 -0- 3/16/93
 /CONTACT: Bob Bertini of Coca-Cola USA, 404-676-5173/


CO: Coca-Cola USA ST: Georgia IN: SU:

BN-RA -- AT003 -- 6593 03/16/93 13:31 EST
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Publication:PR Newswire
Date:Mar 16, 1993
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