COCA-COLA INTRODUCES TWO SUMMER PROGRAMS
By Adnews Staff
On Monday Toronto-based Coca-Cola began two summer programs in support of the sports drink Powerade. The first is a merchandising program developed by The Hive Strategic Marketing of Toronto. The creative depicts teenage males engaged in athletic activities. It is intended to "reinforce the brand message and highlight the distinct image of Powerade," according to Laura Cutsey, promotions manager for Powerade. The second program, also developed in conjunction with The Hive, promotes the re-launch of the drink Powerade TXL. This effort is in association with PowerBar. "The objective is to generate consumer trial and stimulate consumption of Powerade TXL by creating an offer that is both aspirational and relevant to our target market," said Powerade brand manager Catherine Stilo. Customers will receive a $1.00 discount on PowerBar products at participating locations when they purchase a Powerade TXL sports drink. In-store materials supporting the program also target active males. The creative presents Powerade TXL as an alternative to regular sports drinks containing fewers carbohydrates and less sugar than regular Powerade. Both programs are national in scope.