Coca-Cola is giving consumers a new option when it comes to beverages.
This month, the company is rolling out POWERade Option, a new low-calorie, low carbohydrate sports drink. The sports drink includes similar levels of electrolytes and B-complex vitamins as regular POWERade, but has fewer carbohydrates and 80% less calories than competitor Gatorade.
The drink will be available in strawberry, black cherry and lemon in 32-ounce bottles and 20-ounce six-pack bottles.
Atlanta-based Coke will support the product launch with print ads, in-store merchandising, p.r., Internet sponsorship programs and sampling. Sampling teams will also hit the streets to give consumers a taste if the new drink, making stops at special events in key markets across the county.
Sampling is scheduled to begin around Aug. 1 in retail stores, fitness centers and in health clubs nationwide. Coke, the distributor of POWERade, will also conduct grassroots sampling efforts at the local level.
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