New Product 'Propels' Into Fitness Water Category
nched Propel Fitness Water, which will begin its national rollout this month.
Propel is a lightly flavored, noncarbonated water with 10 calories per serving. Available in four natural flavors -- black cherry, lemon, orange and berry -- it provides some essential vitamins that contribute to an overall healthy lifestyle.
Propel will begin shipping product this month and is expected to hit the water section's shelves at most grocery retailers, convenience stores, mass merchants and warehouse clubs nationwide by April 2002. It will be sold in 500 ml plastic bottles and 700 ml sport bottles.
Propel will be supported by a nationwide advertising campaign, including television and print. Point-of-sale materials, sampling programs and couponing will also be used to support the national launch.
Coca-Cola Cruises With NHRA Promotion
ANAHEIM, Calif. -- The National Hot Rod Association and the Coca-Cola Co.'s Powerade brand today announced a five-year, multitiered agreement naming Powerade as the title sponsor of the NHRA's prestigious 23-race national event series, which will be called the NHRA Powerade Drag Racing Series beginning with the 2002 season.
As part of the multiyear, worldwide-exclusive agreement, Powerade also will be the "Official Sports Drink of NHRA." In addition, Coca-Cola classic will become the "Official Soft Drink of NHRA" and Dasani will be the "Official Bottled Water of NHRA" for the sanctioning body, which will enter its 51st year in 2002.
In July 2001, Coca-Cola launched a new and improved formula for Powerade featuring vitamins B3, B6 and B12, which play a role in energy metabolism. In addition, the brand recently added Powerade Light to its lineup, a new beverage with 50% fewer calories than the leading sports drink and also featuring B vitamins.
Headquartered in Glendora, Calif., the NHRA is the primary sanctioning body for the sport of drag racing in the United States.
Ocean Spray Debuts New Grapefruit Juice
LAKEVILLE-MIDDLEBORO, Mass. -- Targeting consumers who think grapefruit is too bitter, Ocean Spray here recently introduced Sweetie Grapefruit Juice Cocktail, the first grapefruit juice drink made with Sweetie grapefruits.
Sweetie is a little-known variety of grapefruit with an unusually high sugar content and a low level of acid.
Each serving of Sweetie Grapefruit Juice Cocktail provides 130% of the Vitamin C needed every day, according to the manufacturer. Sweetie also is a good source of Vitamin A in the form of the antioxidant Beta-Carotene and contains 120 calories per 8-ounce serving. With no artificial flavorings, preservatives or colorings, Sweetie is naturally fat-free, cholesterol-free and very low in sodium.
Sweetie Grapefruit Juice Cocktail rolled out regionally last fall, and looks to a national rollout in Fall 2002, which will be supported by an integrated communications campaign consisting of advertising, marketing, public relations and promotions.
