The campaign has a hefty
budget, estimated at $50 million to $100 million, reflecting the fact that perspiring Americans gulp almost 1 billion cases of sports drinks a year, according to Beverage Digest. Although that
is only one-tenth of the annual case sales of carbonated soft drinks, sales of sports drinks grew 12.7% last year from 2005, while soda sales declined 0.6%.
Gatorade has about 81% of the sports drink market, a hegemony seen in few consumer-product categories. Powerade, sold by the Coca-Cola Company, has around 18%. The rest goes to brands like All Sport, which PepsiCo marketed before it acquired Gatorade.