ATLANTA -- The Coca-Cola Co. is putting its sports drink brand and newly acquired enhanced water brands under the same management team. According to an Associated Press report, an internal memo released by the Atlanta-based company said that, effective immediately, management of the Powerade brand will be the responsibility of its Glaceau business unit.
Coca-Cola completed its $4.1 billion purchase of Glaceau, maker of Vitaminwater, earlier this month.
The memo from Sandy Douglas, the head of Coca-Cola's North America unit, said [image-nocss] giving Glaceau management responsibility for Powerade will create a "singular management focus" that will allow both units to grow more rapidly.
"This will allow us to serve our customers and consumers more effectively while challenging our competitors more aggressively," Douglas said.
He said the Glaceau team will work with Coca-Cola's still beverages business unit, as well as its customer and bottler teams, in developing strategies for Powerade while also exploring new opportunities.
He said the current members of the Powerade team will continue in their roles for the next several months to assist in the transition. They will be given the opportunity to join the Glaceau team in New York or seek other opportunities with Coca-Cola North America in Atlanta.
Coca-Cola's purchase of Glaceau, also known as Energy Brands, was its largest acquisition ever.
Meanwhile, the executive credited with building Coca-Cola rival PepsiCo's Gatorade into a powerhouse over two decades of working with the brand is leaving her post as chief marketing officer of Gatorade and Propel, according to an Advertising Age report.
Cindy Alston is said to be resigning from the Chicago-based PepsiCo unit to spend more time with her family. She will be succeeded by Matt Knott, set to become vice president of marketing for the division, the report said. Knott's most recent title was marketing director for Propel.
Alston became CMO only last September after leading Gatorade, under titles such as vice president of equity development, through some of its biggest years to nearly a billion gallons; it is now the country's sixth-largest liquid-refreshment megabrand, said the report.
She also led the launch of Propel Fitness Water; solved the dilemma of core-user burnout for Gatorade that led to a lighter version called Gatorade Rain; and shepherded the launch of the "Is it in You" campaign for Gatorade by the brand's agency, Element 79, Ad Age said.
And Plano, Texas-based Cadbury Schweppes Americas Beverages (CSAB) has launched Accelerade, which it says is the first protein-enhanced sports drink with a patented 4:1 carbohydrate-to-protein ratio. While most sport drinks contain only carbohydrates and electrolytes, Accelerade also incorporates protein and has been clinically proven to extend endurance, speed muscle recovery and enhance rehydration, according to the company.
Accelerade 20-oz. bottles are available nationwide in convenience and gas, grocery and specialty retail channels in four flavors: Fruit Punch, Mountain Berry, Peach Mango and Citrus Grapefruit.
CSAB, a subsidiary division of Cadbury Schweppes plc, is one of the largest producers of soft drinks and premium beverages in the Americas. Its brand portfolio also includes 7 UP, Dr Pepper, Snapple, Mott's Apple Juice and Apple Sauce, RC Cola, A&W Root Beer, Sunkist Soda, Canada Dry, Hawaiian Punch, Schweppes, Diet Rite, Clamato, Mr & Mrs T Mixers, Holland House Mixers, Rose's, Mistic, Yoo-hoo, Orangina, IBC, Stewart's, Nantucket Nectars.
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