POWERade's New NHRA-Themed Drink Blasts onto Store Shelves for a Limited Time

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Sat, 28 Jun 2003, 11:29 AM

Proprietary 32-ounce Bottle Features Graphic of Top Fuel Dragster Chosen by NHRA Fans

Courtesy of NHRA Communications

MADISON, Ill. -- NHRA fans have spoken, and now they will get to enjoy the new high-horsepower flavor from POWERade -- a special mix contained in NHRA-themed packaging that they selected -- when the drink is officially introduced July 1.

The NHRA-themed line extension, which will be available in a proprietary 32-ounce bottle that narrows in the middle to allow for easy gripping, will add an incremental flavor and color to the current POWERade roster of drinks for a limited time.

"NHRA fans have spoken, and we are thrilled to introduce this great new flavor of POWERade in the NHRA-themed packaging they have chosen to represent their favorite sport," said Beatriz Perez, vice president, Sports Marketing, Coca-Cola North America.

The new NHRA-themed POWERade packaging design features a red background with the POWERade shield - surrounded by flames - and NHRA logo over the image of a Top Fuel Dragster. A fiery mix of orange and red in color, the new flavor is a smooth blend of melon, pineapple and papaya.

"POWERade has been a great partner in helping NHRA to expand the visibility of our brand of motorsports entertainment, and nothing exemplifies this more than the launch of this new POWERade flavor and NHRA-themed packaging," said Gary Darcy, vice president of marketing, NHRA. "POWERade has engaged our fans every step along the way in the development of this new product and I'm sure our fans will enjoy their exciting new NHRA-themed package and flavor immensely."

At the NHRA's season-opening event in Pomona, California in February, POWERade announced that it would highlight its title sponsorship of the NHRA POWERade Drag Racing Series with the introduction of a special NHRA-themed flavor and package design depicting the speed, energy and passion of the world's fastest sport.

Two potential package designs were posted online at www.nhra.com from February 5th through February 24th. The race to determine which NHRA POWERade bottle design drag racing fans would choose went down to the wire, but in the end, the "Dragster" design edged out "Flame" at the finish line with 53% of the more than 60,000 votes cast through NHRA.com, a special call-in number, and kiosks at-track.

The Coca-Cola Company announced a five-year exclusive agreement with the NHRA for POWERade to become its premier series title sponsor on Dec. 3, 2001. POWERade, one of the company's key brands, features vitamins B3, B6 and B12, which play an important role in energy metabolism. POWERade is available in seven flavors, including Mountain Blast, Fruit Punch, Lemon-Lime, Orange, Arctic Shatter, Green Squall and Jagged Ice.

Headquartered in Glendora, Calif., the NHRA is the primary sanctioning body for the sport of drag racing in the United States. It presents 23 events throughout the U.S. in its premier touring circuit, the NHRA POWERade Drag Racing Series. The NHRA has 80,000 members nationwide and 140 member tracks. The NHRA-sanctioned sportsman and bracket racing series' provide competition opportunities for drivers of all levels. The NHRA develops the stars of tomorrow by offering the NHRA Lucas Oil Drag Racing Series, NHRA Summit Racing Series, NHRA Summit Sport Compact Drag Racing Series and the NHRA Street Legal Program. The NHRA also offers the NHRA O'Reilly Auto Parts Jr. Drag Racing League for youths ages 8 to 17.