The Coca-Cola Co has tied-in a money-back guarantee to the nationwide launch of POWERade OPTION. The drinks giant, who confirmed the roll-out yesterday (13 September) said that it has instituted a "Great Taste" money-back guarantee on the low-calorie, low-carbohydrate sports drink.

"If consumers don't agree that the new drink tastes great, they will receive a full refund," the company said.

"Consumers told us they wanted a low-calorie sports drink that didn't sacrifice great taste, and we've delivered on that with POWERade OPTION," said Mary Herrera, director of marketing for sports & energy drinks, Coca-Cola North America. "We have been overwhelmed with the positive feedback this product has received, and sales continue to exceed expectations. Combine this initial feedback with the results from the taste test against Propel, and it was an easy decision to initiate the 'Great Taste' money-back guarantee."

The announcement of the money-back guarantee coincided with a full-page advert that ran in yesterday's edition of USA Today. An integrated marketing campaign is also supporting the full US rollout, including national print advertising in sports, health and fitness magazines, in-store merchandising and promotions, public relations and online sponsorship programs.

In addition, sampling teams are hitting the streets to offer people a first taste of POWERade OPTION, with stops at special events in key markets across the country, Coke said.

POWERade OPTION is available in Strawberry, Black Cherry and Lemon flavours, and is available in 32-ounce bottles and 20-ounce single bottles and six-packs.