POWERADE AND CURTIS JOSEPH LAUNCH KIDS FOUNDATION
By Adnews Staff
Coca-Cola Bottling Ltd. of Toronto has teamed up with Toronto Maple Leaf goaltender Curtis Joseph to create a new foundation for The Hospital for Sick Children in Toronto. The foundation will support children's health through a portion of the funds generated from the sale of POWERaDE in Ontario. The POWERaDE brand of sports drink is produced, sold and distributed by Coca-Cola Bottling Ltd. The Cujo's Kids Foundation is being promoted with in-store displays and point-of-purchase materials created by Impact FCB of Toronto. Additional promotional plans include possibile radio advertising, Nancy Da Silva of Coca-Cola Ltd.'s public relations department told Adnews, but nothing has been confirmed at this time. Coca-Cola has made a two-year commitment to the foundation. Contributions from POWERaDE will go towards improving children's stays in the hospital. PR for Coca-Cola Ltd. is handled by Langdon Starr Ketchum of Toronto.