CENTER STORE

PepsiCo sues Coca-Cola over new Powerade ion4 ads

BY Allison Cerra

MILWAUKEE PepsiCo Inc. has sued Coca-Cola over its new ad campaign for Powerade.

The Purchase, N.Y.-based company asked the U.S. District Court in the Southern District of New York on Monday to stop Coca-Cola’s campaign of Powerade. PepsiCo said the ads for Powerade ion4 are false in saying it’s the “complete” sports drink, better than Gatorade because that drink is missing two electrolytes — magnesium and calcium. The company said there was no evidence the new Powerade is better than Gatorade, and that the Coca-Cola-made drink has the extra electrolytes only in trace amounts.

Scott Williamson, a spokesman for Atlanta-based Coca-Cola, said the company has to review the case before it can comment.

Gatorade, which PepsiCo acquired as part of its purchase of Quaker Oats Co. in 2001, is an important one for the company, said John Sicher, editor of the trade publication Beverage Digest.

PepsiCo, with brands like Mountain Dew and Pepsi-Cola, is the second-biggest soft drink maker behind Coca-Cola. But in the sports drink category, Sicher said, Gatorade dominates with a 77.2 % share of the category’s volume and was a big reason PepsiCo bought Quaker.

“Gatorade has driven a lot of PepsiCo’s North American beverage growth for many years,” he said.

Powerade is a distant No. 2 player, with a market share of 21.7 % last year. The sports drink category was worth about $7.6 billion in retail sales in 2008. By comparison, the entire U.S. carbonated soft drinks market was worth than $72.7 billion in retail sales last year.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?
CENTER STORE

Huggies rolls out new diaper line, rewards program

BY Allison Cerra

DALLAS Kimberly-Clark Corp. announced Monday the launch of Huggies Pure & Natural diapers, a super premium diaper that includes natural, organic materials and ingredients to provide gentle protection for new babies.

The new Huggies Pure & Natural diaper is hypoallergenic, latex and fragrance free and features a breathable outer cover that includes organic cotton. The liner includes natural Aloe & Vitamin E and materials from renewable sources, and the product’s outer packaging is sourced from 20% post-consumer recycled materials. The new diaper will be offered in 6 sizes, from newborn through size 5.

“The new Huggies Pure & Natural diaper is designed for moms who desire to provide their babies the best and most gentle care without sacrificing comfort and protection, while using a product that includes organic and natural materials,” said Robert Thibault, president of Kimberly-Clark’s North American Infant, Baby & Child Care business. “This innovative Huggies brand diaper offers delicate protection for baby, along with the increased use of renewable materials, ushering into the category a new disposable diaper that delivers the utmost in performance and care along with steps toward environmental improvements.”

The launch of Huggies Pure & Natural diapers will be supported by an integrated marketing campaign to include print and online advertising, Web sites, FSIs and in-store promotions.

The new diaper will be featured as part of the Huggies brand’s recruitment program for moms, which includes childbirth education, sampling, in-hospital TV programming and direct mail.

Huggies Pure & Natural diapers will be widely available in North American retail outlets in late April. For more information on the new Huggies brand diapers, visit www.huggiespureandnatural.com.

Kimberly-Clark also announced the launch of a new Huggies brand rewards program — Enjoy the Ride Rewards — which offers chances to earn valuable rewards, win instant prizes, and more. Beginning April 13, parents can sign up for the rewards program by going to www.enjoytheriderewards.com.

To earn rewards points, moms enter special codes that will be located on direct mail pieces, magazine ads, and online. Points can also be earned by referring friends, watching videos, providing opinions, or sharing ideas within the program’s Web site.

To help create excitement around the launch of Enjoy the Ride Rewards, the Huggies Brand will be giving away a one year’s supply of diapers every day for the next year. Moms who sign up to join the program are eligible to win this daily prize.

“During these uncertain economic times, providing moms access to a rewards program that enables them to have fun, talk to each other, and share their opinions, while accumulating points and redeeming them for a chance to win fabulous prizes, is a win-win for both moms and the Huggies brand,” said Jeff Dawson, VP of the Huggies brand. “The Enjoy the Ride Rewards program is designed to establish a strong relationship with moms as they begin their journey through motherhood — ultimately creating Huggies advocates, and thus loyal users of Huggies branded products.”

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?
CENTER STORE

Oreo’s Double Stuf Racing League announces first official sponsor

BY Allison Cerra

EAST HANOVER, N.J. The Oreo Double Stuf Racing League announced Monday that AstroTurf, the world’s first synthetic turf system, is now the first official sponsor of this unique league.

The DSRL, whose members include quarterback brothers Peyton and Eli Manning and tennis star sisters Venus and Serena Williams, is now able to place itself with other such popular sports as football, baseball and soccer that also play competitively on AstroTurf.

AstroTurf was designated as the official turf of the DSRL after deep consideration by “league officials.”

“Selecting AstroTurf as the ‘official turf’ for the DSRL makes perfect sense because it’s a high quality product that will make it even more exciting for everyone, from professional athletes to consumer fans, to compete and show off their lick racing skills,” said Stephen Chriss, director of consumer and customer engagement for Kraft Foods.

In fact, the first Oreo DSRL competition to take place on a custom-made DSRL/AstroTurf field will be a special lick racing event in West Palm Beach, Fla. on April 24, where two teams of finalists will compete for the title of fastest Oreo “twister, licker and dunker” and a $10,000 grand prize. The Manning brothers and Williams sisters will be on hand to help “train” the finalists for the competition.

“In the more than 40 year history of AstroTurf, the decision to support the Oreo Double Stuf Racing League is a milestone for the company,” said Rick Horrow, a sports business expert known and CEO of Horrow Sports Ventures. “This sponsorship is a one-of-a kind opportunity to align with another iconic brand. Together this relationship showcases the credentials of both AstroTurf and Oreo in making it possible for families and friends to engage in a bit of fun competition.”

The AstroTurf sponsorship will include co-branded print advertising, inclusion at trade shows, and a co-branded presence on both the astroturfusa.com and dsrl.com Web sites.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?