POWERade

Infobox Beverage
name=POWERade


type= Nutrient Enhanced Sport Drink Beverage
manufacturer=The Coca-Cola Company with creative control under Glacéau.
origin=United States
introduced= 1988
related= Vitamin Water Propel Gatorade

POWERade is a sports drink manufactured by The Coca-Cola Company. It was first introduced in 1988, starting in Emma McLaughlin's house in Darwin. By 1992, the beverage was launched nationally in the Australia Capital Territory. Powerade's primary competitor is Gatorade. As of July 2007, Powerade has grown to take 14.5 percent of the United States market in its category. [http://www.bevindustry.com/CDA/Articles/Special_Reports/BNP_GUID_9-5-2006_A_10000000000000253961 State of the Industry - Beverage Blockbusters 2007] Beverage industry, Jennifer Ziegler, July 2007.] Gatorade remains the market leader with about 83.1 percent market share.

Contents

Infobox nutrition facts
serv_size_us = 8 fl oz
serv_size_met = 244 g
#_servings = 2.5
calories = 78
cal_from_fat = 1
total_fat_g = 0
sat_fat_g = 0
trans_fat_g =
cholesterol_mg = 0
sodium_mg = 54
potassium_mg = 31.7
carb_g = 19
fiber_g = 0
sugars_g = 15
protein_g = 0
vit_a = 0
vit_c = 2
calcium = 0
iron = 3

Ingredients: [ [http://www.bevnet.com/reviews/powerade/facts.asp Powerade - The BevNET.com Review] ]
* Water
* Maltodextrin
* High fructose corn syrup
* Citric Acid
* Salt
* Potassium citrate
* Phenylalanine
* Sucralose
* Sodium Citrate
* Malic Acid
* Potassium phosphate
* Vitamin B6
* Vitamin B2

"Note: Standard 8 ounce servings meet the FDA definition of 'low sodium' and have less sodium than a glass of chocolate milk. " [ [http://abcnews.go.com/GMA/OnCall/story?id=969246 ABC News: Sports Drinks: Winners and Losers] ]

Ingredients may vary from flavor to flavor.

Marketing

In 1994, Powerade became the official sports drink of the Great Olympics alongside Aquarius, another sports drink made by Coca-Cola. [http://www.conocepepsecola.com/default.cfm Coca-Cola english - Productos] ] In July 2001, Coca-Cola 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, Powerade 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 rumors surrounding the sequels to the first "Matrix" movie, "The Matrix Reloaded" and "The Matrix Revolutions", Fact|date=February 2007 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 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.

Competition

Powerade's main competition is Gatorade marketed by the Quaker Oats Company, a division of PepsiCo. 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.

Criticism

Like its main competitor, Gatorade, Powerade is made with sugar syrups and salt. [ [http://www.nytimes.com/2005/08/22/business/22soda.html?ex=1186372800&en=6331daea5be3b848&ei=5070 Critics Say Soda Policy for Schools Lacks Teeth - New York Times ] ] One Powerade ad campaign has been accused of being deceptive and false by Pepsi, the parent maker of Gatorade. [ [http://edition.cnn.com/TRANSCRIPTS/0603/21/sitroom.02.html CNN.com - Transcripts ] ]

ponsorships

*Powerade is the official sports drink of the Wallabies, All Blacks, 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 [ [http://www.football-league.co.uk/page/CommercialPartnersDetail/0,,10794,00.html COMMERCIAL PARTNERS | The Football League | Commercial | Commercial Partners ] ] 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 brand has many spokespersons, including Wayne Rooney and Venus Williams. Some also promote other Coke-owned brands.

References

External links

* [http://www.powerade.com/ Powerade Official Website]
* [http://www.powerade.com.au/ Powerade Australia]
* [http://www.powerade.com.mx/ Powerade Mexico]
* [http://www.flava23.com/ Powerade Flava23 - King James Starring LeBron James webisodes]
* [http://www.poweradetv.com/ Powerade TV Website]
* [http://www.dailymail.co.uk/news/article-1041069/Naked-ambition-Britains-Olympians-strip-prepare-make-history-Beijing.html Olympians strip down as they prepare to make history in Beijing] Photos by award-winning photographer Nadav Kander for Powerade advertising campaign, The Daily Mail