Coca-Cola to give money-back guarantee for Powerade Option
September 13, 2005
by FoodBusinessNews.net Staff
ATLANTA — As part of the launch of PowerAde Option, Coca-Cola has instituted a "Great Taste" money-back guarantee based on initial positive feedback from consumers. According to the company, if consumers don’t agree new Powerade Option tastes great, they will receive a full refund.
Powerade Option is a low-calorie sports drink that provides electrolytes and B-complex vitamins at levels comparable to regular Powerade, but with 80% fewer calories than Gatorade. Powerade Option, which is sweetened with a blend of sucralose, Ace-K and high-fructose corn syrup, contains just 10 calories per 8-oz serving.
National consumer taste tests indicate Powerade Option strawberry and black cherry flavors are preferred to Propel Fitness Water berry and black cherry flavors, respectively (among those indicating a preference), while preference among lemon flavors is evenly split.
"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 and 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 will coincide with a full-page advertisement that is scheduled to run in the Sept. 13 edition of USA Today. An integrated marketing campaign also is supporting the full U.S. rollout, including national print advertising in sports, health and fitness magazines, in-store merchandising and promotions, public relations and on-line 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.
Powerade Option is available in strawberry, black cherry and lemon flavors, and may be found in the sports drink section of supermarkets, mass retail locations, convenience stores and vending machines. Powerade Option is available in 32-oz bottles and proprietary 20-oz single bottles and six-packs, Powerade Option is competitively priced with sports drinks on the market.