Coca-Cola shifts POWERade marketing duties

In an effort to cut into PepsiCo's dominant sports drink Gatorade, Coca-Cola is shifting marketing efforts for POWERade to the Glaceau team. A month ago, Coca-Cola paid $4.1 billion for Glaceau, maker of VitaminWater. "In taking these steps, we believe we will create a greater opportunity to revitalize and differentiate the POWERade brand while becoming more competitive in the sports drink, enhanced water category," a Coke executive said.

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