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.

View Full Article in:

Journal and Constitution (Atlanta) (free registration)

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Senior Manager, Marketing
New York, NY
VP, Membership Sales
Mobile Marketing Association (MMA)
New York, NY
Director Business and Legal Affairs
The Weather Channel
Atlanta, GA
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY
Sr. Product Marketing Manager
San Francisco, CA