• Brandweek, Tuesday, April 10, 2007 11:15 AM

Cadbury Schweppes is readying the biggest beverage rollout in its history with a campaign to support Accelerade, its entry into the red-hot sports drink category long ruled by Gatorade. Some $50 million in marketing will be behind the brand under the tagline "Sweat smarter."

Ads tout Accelerade's claim of providing superior endurance for athletes but don't feature celebrity endorsers, unlike Gatorade and Powerade, which Young & Rubicam handles.

The move comes as Cadbury goes ahead with plans to split the company's confectionery and U.S. beverage divisions. Taking on the leaders is apt to be an uphill battle. "Gatorade is the dominant player, and anyone who has tried to compete with them has not been successful," says Michael Mauze, managing director at VMG Equity, San Francisco. "Powerade has been able to get the distribution because it's a Coke product, but no one's been able to build the brand equity that Gatorade has."

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