COCA COLA EXPANDS POWERADE LINE
By Adnews Staff
Coca-Cola Ltd. of Atlanta added a new flavor to its line of POWERaDE sports drink in North America earlier this month, and gave the bottle a new look. The new flavor is called Green Squall and is a mixture of melon, pineapple and kiwi. The new bottle is 591ml in size and has squeezable sides and a quick-flo valve so athletes can chug quickly to quench their thirst. In Canada, Green Squall will be promoted using national transit ads, as well as in-arena advertising during the NHL playoffs. TV ads and sampling will also be used. McCann-Erickson's Seattle office created the TV ads, while Leo Burnett Co. of Toronto localized the ads for the Canadian market. Leo Burnett also created the transit and in-arena ads. Other POWERaDE flavors are Jagged Ice, Arctic Extreme, Berry Blast and Fruit Punch.