Powerade
From Wikipedia, the free encyclopedia
Powerade (or POWERADE, as stylized on logos) is a sports drink by The Coca-Cola Company and currently number two in the sports drink market worldwide. It was first introduced in 1988, starting in soda fountains. By 1992 the beverage was launched nationally in the United States. POWERade's primary competitor is Gatorade. POWERade has grown to take about 16 percent of the United States market in its category. Gatorade remains the market leader with about 83 percent market share.
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[edit] Marketing
In 1992, POWERade became the official sports drink of the 1992 Olympic Games alongside Aquarius, another sports drink made by Coca-Cola. [1]
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 to a new sport-grip bottle.
In 2005, POWERade introduced POWERade Option to the United States, no doubt 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 "option".
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, wherein an agent would encourage viewers to "Drink more POWERade". 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.
[edit] Flavors
It comes in many flavors, including:
- Mountain Blast (Berry flavored, Bright blue in color)
- Lemon-Lime (Lemon-lime flavored, Greenish-Yellow in color)
- Fruit Punch (Fruit Punch Flavored, Bright red in color)
- Orange Burst (Orange flavored, Orange in color)
- Black Cherry Lime (Black Cherry & Lime flavored, Dark green in color)
- Jagged Ice (Blackberry and Raspberry flavored, Dark Purple in color)
- Arctic Shatter (cherry, peach, and guava flavored, Frosty white in color)
- Green Squall (Kiwi, Melon, & Pineapple flavored, Bright green in color)
- Mango (Mango flavored, Light orange in color)
- Strawberry Melon (Strawberry and Melon Flavored, Reddish-Orange in color)
- Grape (Grape flavored, Dark purple in color)
International flavors:
- Berry ice (New Zealand, Bright red in color)
- Solar Flare (Orange & Tangerine flavored, orange in color)
- Mr. Netteberg Rush (red fruit punch)
In Canada there are a few other flavors available, including:
- Ice Berry Wave (White Grape and Strawberry in flavor, Frosty White in color)
In Europe there are a few other flavors available, including:
- Forest Force
- Citrus Charge
- Ice Storm
- Wild Cherry
- Wild Berries
- Gold (Grapefruit-Lemon flavored) - Released during the 2004 Olympics under the name Gold Medal
In New Zealand flavours also include:
- Full Eighty (green coloured)- released to coincide with the launch of the Super 14 international rugby competition.
- Silver Charge (light-gray coloured) - released in support of the All Blacks rugby team
In Australia flavours also include:
- Gold Rush (Mango flavour that coincides with the Australia national rugby union team).
- Socceroo Strike (Grapefruit flavour complete with a green and gold sipper cap in support of the Australian Soccer team the Socceroos)
In Mexico flavors also include:
- Green Apple (green colored)- released as a limited edition during the 2002 FIFA World Cup Korea-Japan, but returned in 2003 as a permanent flavor.
- Grapefruit (pink-colored).
- Lemonade (gray-colored).
- Citric Mango - mix of mango and orange.
- Tricolor (green grape flavor, light-green colored) - released in support of the Mexico national soccer team.
[edit] Discontinued Flavors
- Tidal Burst ("Blend of Sour Fruit Flavors," Teal in color)
- Infrared Freeze (Fruit and Orange Flavored, Dark orange-red in color)
- Black Bust (Blend of black licorice and mango, Black in color)
- Matrix Green (Marketing tie-in to The Matrix and its sequels)
- Maracuya (Mexico) - 2004 Olympic Games limited edition
[edit] Option Flavors
- Black Cherry
- Lemon
- Strawberry
- Grape
[edit] Trivia
- POWERade is the official sport drink of NASCAR, the U.S. Olympic Team, FIFA, and the AFL, in no small part due to their contracts with Coca-Cola.[citation needed]
- POWERade also owns the naming rights to the NHRA's premier championship league.[citation needed]
- Cleveland Cavaliers star LeBron James has become one of the brand's spokespersons.
- The logo can also be seen several times in the movie Talladega Nights: The Ballad of Ricky Bobby, as one of Ricky Bobby's (Will Ferrell) sponsors. Ricky also states that because of contract with Coca-Cola, he must mention Powerade during every prayer.
