Coke To Launch Powerade Marketing Campaign In Europe

Coca-Cola Co. will launch Powerade in Europe later this month and will make the campaign its biggest marketing project in the region in six years. The Atlanta-based company wants to enter the fast-growing European sports-drink market by investing some $40 million to $50 million over the next 14 months. The campaign will target consumers between ages 13 and 29 who are looking to boost endurance and athletic performance.

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