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Catalyst News

POWERADE® Invites Young Athletes to ‘PLAY' with Youth-Focused Sports Drink

 Sports drink for youngsters features less sugar and more vitamins

March 4, 2010 (Whitestone, NY) - POWERADE hydrates and energizes many of the country's best athletes.  Now, with the introduction of POWERADE PLAY^TM, the brand will do the same for the next generation of superstars.  POWERADE PLAY is formulated for the young athlete, blending great taste with less sugar and more vitamins than the leading sports drink, so parents will be just as excited about it as their kids!

"Everyone knows how important it is for our young people to have an active lifestyle.  We felt there was a clear need for a sports drink to support the mission," said Frank Bracken, POWERADE brand director.  "POWERADE PLAY fits the bill-it keeps young athletes hydrated with an innovative sports drink option both youngsters and parents will love."

Coaches and parents will appreciate the benefits that POWERADE PLAY has to offer.  With just 60 calories per 12 fluid ounce bottle, it has 25% less sugar than traditional sports drinks.  PLAY is enhanced with 100% of the Daily Value (DV) of Vitamin C and 20% DV Zinc to help support a healthy immune system.  PLAY also boasts 20% of the DV of Vitamins B3, B5, B6 and B12 to boot.  And like the brand's flagship, PLAY will feature POWERADE's ION4^TM electrolyte system, which helps replenish four electrolytes lost in sweat (sodium, potassium, calcium and magnesium).  Throw in 100% natural flavors, on-pack illustrations of partner athletes Ryan Howard, Chris Paul and Venus Williams, and great taste and it is a great combination for the active youngster. 

POWERADE PLAY will roll out on shelves in March and will come in familiar great-tasting POWERADE flavors-Mixed Berry, Fruit Punch, Grape and Orange.  The product will be available in 6 and 12 packs of 12 fl oz bottles.

POWERADE PLAY is the latest release from POWERADE, the category leader in innovation.  In May of 2008, POWERADE introduced POWERADE ZERO^TM, a zero calorie sports drink that features the electrolyte and hydration benefits of a sports drink without the calories.  Last March, the brand unveiled its new formulation, POWERADE ION4^®, which helps replenish four electrolytes in the same proportion as they are lost in sweat.

"Young athletes have an increased risk of dehydration and overheating," said Registered Dietitian and POWERADE advisor, Marie Spano.  "Therefore, I recommend POWERADE PLAY for all active youth.  It's electrolyte-enhanced, lower in sugar, full of important vitamins and tastes great-that's a recipe parents will appreciate."

About POWERADE

POWERADE, the complete sports drink, is part of the Active Lifestyle Brands (ALB) unit of Coca-Cola North America.  ALB consists of brands that offer tasty hydration for every occasion, including vitaminwater®, smartwater®, POWERADE®, FUZE®, NOS® and Full Throttle®.  The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands.  For more information about POWERADE, visit www.us.powerade.com.

Tags: powerade , powerade play , sports drink , youth , less sugar , more vitamins , electrolytes

Catalyst News

POWERADE® SLAM DUNKS A SEARCH FOR MOST CREATIVE HOOPSTER

Dunk Domination contest seeks America's most innovative dunker;

Winner to judge the 2010 POWERADE Jam Fest during McDonald's All American^® High School Basketball Games  

Whitestone, NY (February 3, 2010) - Athletes who can throw down a monstrous dunk with more than a little imagination are invited to showcase their skills by entering a video in the POWERADE Dunk Domination contest.  If their slam rises above the competition, they will join a celebrity judging panel at POWERADE Jam Fest on March 29 in Columbus, Ohio (broadcast at 7:30 pm EST).

Inventive athletes ages 13 and older are encouraged to submit a video of their most creative jam at www.poweradedunk.com.  With safety in mind, entrants are free to use props, costumes, lowered rims, etc---anything that will give their dunk that little something extra.  True to the brand's persona, POWERADE expects the entries to showcase innovation and power.  The judging will be done by a panel that includes POWERADE partner and pro star Chris Paul.  The contest is open until March 11.

The winner will serve as a member of the Jam Fest judging panel.  The POWERADE Jam Fest is a skills competition for the country's top high school basketball players competing in the McDonald's All American Games (March 31 at Columbus' Value City Arena).  Past Jam Fest slam dunk winners include Blake Griffin (2007), Candace Parker (2004), LeBron James (2003), Carmelo Anthony (2002), Baron Davis (1997) and Vince Carter (1995).

In addition to celebrating the average Joe's most awesome throwdown, POWERADE is honoring Jam Fest's top dunks of the decade by hosting a fan vote to determine the best of the 2000's.  Fans can mark their ballots at www.poweradedunk.com.

This is the second consecutive year that the brand is holding its Dunk Domination contest.  The inaugural program coincided with the launch of POWERADE's new formulation--POWERADE ION4^®. The evolutionary sports drink features an advanced electrolyte system that helps replenish four electrolytes lost in sweat - sodium, potassium, calcium and magnesium. 

For more information on how to enter, to review a complete set of rules, or to cast a vote for dunk of the decade, visit www.poweradedunk.com.  For POWERADE Jam Fest or McDonald's All American Games tickets, visit ticketmaster.com or call 1-800-745-3000. For additional information on the Games, visit mcdonaldsallamerican.com.  Proceeds from the 2010 Games will benefit Ronald McDonald House Charities^® of Central Ohio. 

About POWERADE

POWERADE, the complete sports drink, is part of the Active Lifestyle Brands (ALB) unit of Coca-Cola North America.  ALB consists of brands that offer tasty hydration for every occasion, including vitaminwater, smartwater®, POWERADE®, FUZE®, NOS® and Full Throttle®.  The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands.  For more information about POWERADE, visit www.us.powerade.com.

About McDonalds

McDonald's USA, LLC, is the leading foodservice provider in the United States serving a variety of wholesome foods made from quality ingredients to more than 26 million customers every day. Nearly 90 percent of McDonald's 14,000 U.S. restaurants are independently owned and operated by local business men and women. Customers can now log online at any of the 11,000 participating Wi-Fi enabled McDonald's U.S. restaurants. For more information, visit www.mcdonalds.com, or follow us on Twitter (@McDonalds) and Facebook (Facebook.com/McDonalds) for updates on our business, promotions and products.

Tags: powerade , poweradedunk.com , powerade dunk domination , powerade jam fest , jam fest , mcdonald’s all-american game , slam dunk , celebrity judging panel , chris paul , lebron james , carmelo anthony , blake griffin , baron davis , vince carter

Catalyst News

POWERADE® Looks for “Innovative” and “Powerful” High School Dunker for a Chance to Star in National Commercial

Dunk DominatION⁴ contest winner to be featured at 2009 Jam Fest during McDonald's All American^® High School Basketball Games 

Whitestone, NY - POWERADE^® is looking for high school athletes who can rise above the rim and throw down a serious dunk.  Those with mad hops are encouraged to prove it by entering a video in the POWERADE^® Dunk DominatION⁴ contest.  If their celebration of elevation stands out from the rest, they will star in a national POWERADE ION^{4 TM} commercial.   

Athletes are encouraged to submit a video of their best jam at www.Takkle.com.  True to the brand's persona, POWERADE^® is seeking dunks that showcase innovation and power.  The video dunk that best does so will have a chance to be featured in a POWERADE ION^{4 TM} commercial during the 2009 POWERADE^® Jam Fest on March 30^th.  

The POWERADE^® Jam Fest is a skills competition for the country's top high school basketball players competing in the McDonald's All American Games on April 1 at the BankUnited Center in Miami, FL. Past Jam Fest winners include Candace Parker (2004), LeBron James (2003), Carmelo Anthony (2002), Baron Davis (1997) and Vince Carter (1995).

The POWERADE^® Dunk DominatION⁴ contest is open until March 18 and will be judged by a panel of judges including  a little help from select athlete partners, including 2002 McDonald's All-American alumnus and all-star Amar'e Stoudemire.

The Dunk DominatION⁴ contest is in celebration of POWERADE's new formulation called POWERADE ION^{4 TM}.  The new formula is the evolution of sports drinks-based on modern science for the modern athlete.  The new POWERADE ION^{4 TM} features all four of the key electrolytes typically lost in sweat.  Most sports drinks contain only two electrolytes, but studies show that athletes lose four electrolytes when they sweat.  These electrolytes are lost in a constant ratio to one another.  POWERADE ION^{4 TM} contains all four of the key electrolytes in the same ratio that they're lost.  No other sports drink does that.  POWERADE ION^{4 TM} is the complete sports drink.

For more information on how to enter and to review a complete set of rules, visit the POWERADE^® best dunk group on www.Takkle.com.  For POWERADE^® Jam Fest or McDonald's All American Games tickets, visit ticketmaster.com or call 1-866-909-GAME. For additional information on the Games, visit mcdonaldsallamerican.com. A portion of the proceeds benefit Ronald McDonald House Charities^® of South Florida.

About POWERADE

Launched by The Coca-Cola company in 1990, POWERADE^® is designed to help athletes play longer and stronger by providing hydration and energy. POWERADE^® is the product innovation leader in the sports drink category.  In 2001, POWERADE® was the first sports drink to add B-Vitamins which aid in energy metabolism.  In 2008, POWERADE^® pioneered the zero-calorie sports drink segment by launching POWERADE ZERO^TM.  In 2009, POWERADE^® will launch a re-formulation, POWERADE ION^{4 TM}, which contains four critical electrolytes in the same ratio at which they're lost in sweat.  For information, visit www.us.POWERADE.com.

Tags: powerade , ion , ion4 , mcdonald\'s , mcdonald\'s all american , high school , basketball , high school basketball , contest , slam dunk , takkle , dunk domination4