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Marcell
May 7th, 2008, 12:52 PM
PowerAde's zero-calorie sports drink takes on Gatorade






By Theresa Howard, USA TODAY

NEW YORK Coca-Cola's PowerAde is giving Gatorade a run for its calorie count.
On the heels of Gatorade's rollout of low-calorie G2, No. 2 sports-drink brand PowerAde is going all the way to zero calories. Trying to build on the success of diet drinks Coke Zero and Sprite Zero, PowerAde Zero is going into stores now.

Traditional sports drinks, such as regular PowerAde, provide calories for energy as well as electrolytes to replace those lost in vigorous exercise.

"PowerAde offers carbohydrates for those with intense workouts," says Matt Kahn, vice president of marketing. "But there's a whole group of calorie-conscious gymgoers. This is the first major brand to give hydration and electrolytes with zero calories."

Tennis star Venus Williams will endorse the drink in print ads next week. Other ads in Us Weekly and Men's Health will tout its zero calories vs. Gatorade products by showing calories per 8 ounces: 50 for Gatorade, 25 for G2 and 10 for flavored Propel Fitness Water.


Williams drinks pink lemonade PowerAde on the court, but says she's wanted a lower-calorie alternative for less intense workouts.

"I have a nutrition plan and need to rehydrate without the calories," says Williams by phone from a photo shoot for Shape magazine.

Says Kahn, "We think even an elite athlete is going to be careful about consuming wasted calories."

Zero comes in strawberry, mixed berry and grape, artificially sweetened with sucralose and acesulfame potassium.

"I can't keep it in my refrigerator everyone takes them," Williams says. "Grape is my favorite. Purple is my favorite color, and grape is the best flavor, and that's the one that's always gone."

PowerAde sees Zero as a way to revive growth. Volume for PowerAde's line, which has 19% of the sports-drink market, slid 1.5% in the first quarter, according to trade publication Beverage Digest, while volume for all sports drinks grew 1.3% and Gatorade rose 2%. Reduced-calorie G2 has been out just four months and already has captured 8% of all sports-drink sales.

In addition to the push for Zero, PowerAde is ramping up its marketing overall for summer. It recently became a Little League Baseball sponsor and added 15 new athlete endorsers, including NBA star Carmelo Anthony of the Denver Nuggets and Philadelphia pro baseball player Ryan Howard.

Entering the peak season, Kahn says, "We think we have the right strategy to take PowerAde up a notch. We expect big things from PowerAde Zero."


http://www.usatoday.com/money/industries/food/2008-05-06-powerade-zero_N.htm?csp=34

vettipooh
May 7th, 2008, 12:59 PM
Vee! :hatoff: Nice. Lol at everyone taking her grape flavour. Photo shoot for Shape magazine :banana: Can't wait to see it.

Marcell
May 7th, 2008, 01:11 PM
http://i.usatoday.net/money/_photos/2008/05/07/poweradex-large.jpg

winone23
May 7th, 2008, 01:26 PM
Glad to see Venus getting more endorsements.

*W*
May 7th, 2008, 01:40 PM
NICE!! can't wait to see her!

geoepee
May 7th, 2008, 01:51 PM
Nice! Thanks for posting this

xr6turbo
May 7th, 2008, 02:04 PM
:yeah: Venus!

frontier
May 7th, 2008, 02:05 PM
Thats what she has been busy doing...photo shoots and signing on the dotted line.:lick:

jrollaneres25
May 7th, 2008, 02:11 PM
Big News! I'm happy for Vee. She deserves it. Sometimes I think she is one of those "under-rated" athletes. I was on Youtube yesterday watching some of her old matches, and clearly, Venus transcended tennis to the level it's at now. And in My opinion, it hasn't peaked at the level it was at in 2000-2003 since.

Way to go VEE!

southpaw58
May 7th, 2008, 02:13 PM
Cool!

jrollaneres25
May 7th, 2008, 02:14 PM
http://i.usatoday.net/money/_photos/2008/05/07/poweradex-large.jpg

Infiniti2001
May 7th, 2008, 04:15 PM
You see it's never too late. Way to go Vee :yeah:

serenus_2k8
May 7th, 2008, 04:31 PM
:woohoo: Is this partly why she aint playing this week?

Dodoboy.
May 7th, 2008, 05:07 PM
She is up to a lot!

:D

Direwolf
May 7th, 2008, 05:09 PM
http://i.usatoday.net/money/_photos/2008/05/07/poweradex-large.jpg

Je love ze Air(hair)!!

Ad Transcript:
Venus Williams: I was diagnosed with Anemia last fall...and after drinking
the New Coca Cola PowerAde Zero for a week i magically regained all my powers back
PowerAde Zero is my miracle. Im sure it will help me win more Grand Slams in the future
Its what all athletes should drink...

:worship::worship:

cool...
another reason why she took a break!!
woohoo!!
a few more days and she would be back again!!

Il Primo!
May 7th, 2008, 05:12 PM
Big News! I'm happy for Vee. She deserves it. Sometimes I think she is one of those "under-rated" athletes. I was on Youtube yesterday watching some of her old matches, and clearly, Venus transcended tennis to the level it's at now. And in My opinion, it hasn't peaked at the level it was at in 2000-2003 since.

Way to go VEE!

Do you remember how much she got for her sponsorship with Reebook back in the days? Like 60millions I think:p

Good on her. Bank that ca$h Venus!

madamtennis
May 7th, 2008, 05:30 PM
great:)

hotandspicey
May 7th, 2008, 05:34 PM
Wow. Vee does still have it. :p Wtg making big bucks! That's a very nice pic of Vee. Thanks for posting it.

VenusSerenaBlvd.
May 7th, 2008, 05:46 PM
Venus looks so healthy! I love the fact she is still making the paper even when she's not playing tennis.

Infiniti2001
May 7th, 2008, 05:49 PM
Do you remember how much she got for her sponsorship with Reebook back in the days? Like 60millions I think:p

Good on her. Bank that ca$h Venus!

It was 40 million. Vee made huge endorsement deals hip;)

Destiny
May 7th, 2008, 05:57 PM
Great to see Vee getting on

Shuji Shuriken
May 7th, 2008, 06:19 PM
Come back strong and healthy baby :hearts: :bounce:.

MrSerenaWilliams
May 7th, 2008, 06:47 PM
What a pitchwoman :hearts:

She made SURE to show that Wilson 'W' :lol:

pov
May 7th, 2008, 07:26 PM
Cool

sweetpeas
May 7th, 2008, 08:07 PM
Like that picture of Venus.Thanks.....

friendsita
May 7th, 2008, 08:26 PM
Nice!

Paneru
May 8th, 2008, 02:08 AM
Sweet! :cool:

Direwolf
May 8th, 2008, 02:22 AM
just curious...

anyone knows how much she made??

frontier
May 8th, 2008, 03:05 AM
just curious...

anyone knows how much she made??
Its a multi million dollar deal around $10MIL.

Denise4925
May 8th, 2008, 06:42 AM
http://i.usatoday.net/money/_photos/2008/05/07/poweradex-large.jpg

Great picture. Way to go Vee :yeah:

sky20748
May 8th, 2008, 07:10 AM
Venus just needed a break and i think she will come back mentally stronger and ready to kick ass.Man evidently she still has it (as some in previous posts stated that she didnt) because its no way they would come after her to endorse their products.you go vee.see you back on court soon sweeping up the competition.

mal
May 8th, 2008, 07:40 AM
Je love ze Air(hair)!!

Ad Transcript:
Venus Williams: I was diagnosed with Anemia last fall...and after drinking
the New Coca Cola PowerAde Zero for a week i magically regained all my powers back
PowerAde Zero is my miracle. Im sure it will help me win more Grand Slams in the future
Its what all athletes should drink...

:worship::worship:

cool...
another reason why she took a break!!
woohoo!!
a few more days and she would be back again!!

You're kidding me? She actually said that, unscripted?
Do you believe her?

Dorcas Monjimbo
May 8th, 2008, 10:58 AM
Beautiful photograph there of Vee. I'm so happy for her getting the endorsement because sometimes I feel she is underrated and getting fewer ads than she should have.