Coca-Cola's Powerade sports-drink brand does not have as many products as rival Gatorade, but it is making strides, with sales up 32% in the third quarter. The brand hired former Gatorade Sports Science Institute Director Bob Murray as a consultant and is launching a fruit-punch flavor for Powerade Zero and an ad campaign starring basketball player Chris Paul.
Coca-Cola India is launching a campaign tied to the 2010 Commonwealth Games set to take place in Delhi. The campaign includes a partnership with Delhi Tourism and a new symbol, based on the cultural symbol for celebration and the architecture of the Lotus temple in Delhi.
Kraft Foods and Coca-Cola showcased vending machines with screens similar to those of iPhones at the National Automatic Merchandising Association show in Chicago. Kraft's Diji-Touch shows images of the items, which can be enlarged and shifted; Coca-Cola's Interactive Vender has a 46-inch Samsung-designed LCD screen.
Coca-Cola is trying to energize its sports-drink line with a zero-calorie POWERade. The company hopes the product will help it compete with Gatorade and win a greater market share of the sports-drink market. Print ads for the drink, featuring tennis star Venus Williams, will debut next week.