The Coca-Cola Company: Keep Playing campaign

Rayna Bailey

Although the Coca-Cola Company was well known for its carbonated-soft-drink brands, by the late 1980s a different type of beverage was attracting consumers and capturing a rapidly increasing market share: isotonic beverages, or sports drinks.

The Coca-Cola Company: Keep Playing campaign

Rayna Bailey

OVERVIEW

Although the Coca-Cola Company was well known for its carbonated-soft-drink brands, by the late 1980s a different type of beverage was attracting consumers and capturing a rapidly increasing market share: isotonic beverages, or sports drinks. In 1992 Coca-Cola jumped into the sports-drink arena with the introduction of PowerAde. Despite its marketing and promotion efforts, the brand struggled to gain a foothold with consumers. Five years after its launch in 1997, PowerAde had only managed to reach a 15.1 percent market share, far behind powerhouse brand Gatorade, which had a 73 percent...

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