Cadbury Schweppes is breaking a $50-million "Sweat smarter" marketing campaign at the end of May for its Accelerade sports drink. The ads tout Accelerade's promise of providing superior endurance
for athletes, and will not feature celebrity endorsers. Thirty-five million Americans who exercise regularly are the primary targets.
Acquired last year from PacificHealth Laboratories,
Accelerade gives Cadbury an entry into one of the fastest-growing beverage categories. PepsiCo-owned Gatorade saw its volume grow 12.2% in 2006 and commands 82% of the category. Coca-Cola's Powerade
had 11.2% volume growth but, after 15 years, has only grabbed 17.1% of the category, according to Beverage Digest.
Michael Sands, former CMO at Snapple and co-founder of
all-natural snack company LesserEvil, says because Gatorade has evolved into an every day refreshment beverage, Accelerade has a "chance to backfill the position of the legitimate sports drink."
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