BEVERAGE BRIEFS 2003-05-26

COKE RELOADS WITH POWERADE

t-ever movie tie-in for the brand, Coca-Cola has launched The Matrix Reloaded POWERade. The beverage will be available nationwide through next month in conjunction with the film's domestic release on May 15.

Reminiscent of the green-colored streaming computer code featured in the Matrix film trilogy, the new POWERade flavor is a combination of black cherry, lime and anise. New packaging graphics incorporate the streaming computer code design with hidden POWERade "P's" included as well.

POWERade's new Matrix Reloaded package is being supported by national Matrix-themed television and cinema advertising created by Weiden Kennedy. In addition to POWERade's The Matrix Reloaded package and television advertising, the brand will also leverage its tie-in with the film through Matrix-themed print ads, out-of-home ads, in-theater promotions and customer-specific programs. POWERade is also being featured in the Enter The Matrix video game, which was released May 15.

POWERade is available in seven flavors: Mountain Blast, Fruit Punch, Lemon-Lime, Orange, Arctic Shatter, Green Squall and Jagged Ice.