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EUROPE: Coca-Cola plans European launch for Powerade

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Coca-Cola intends to lead the sports drink category by launching its Powerade sports drink in Europe.

"Europe's sports drink category has great potential. Powerade will establish a leading position and grow it," said Keith Pardy, director of strategic marketing for Coca-Cola West Europe.

"We believe that the combination of Powerade's performance sustaining qualities and our strengths in marketing will give us the edge.

"Young people are increasingly looking for brands that fit with their lives. With Powerade, we are offering an entirely new product, specifically created for those with increasingly demanding lifestyles," he added.

Powerful marketing which Coca-Cola claims will be humorous, inspirational and irreverent has been planned for the European launch. Initially it will be available in 500ml bottles with flavours based on citrus, berry and orange, especially developed for the European market said Coca-Cola.


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