PowerAde’s gain of market share in the U.S. isotonic drink market was slow, but by 1999 they were estimated at holding a 15% share of the market. The rise to 15% market share came after Coke revamped the PowerAde line. They re-launched it with new packaging, flavors, ad campaign, and distribution avenues. Following the lead of Gatorade, PowerAde has tried relentlessly to place its products into schools, universities, and health clubs. Their new marketing strategy has proved effective and PowerAde is slowly increasing sales, and stealing marginal amounts of market share away from Gatorade and smaller competitors below them.

The European market was always more illusive for U.S. sports drinks makers, because the All-American competitive sports attitude used in the U.S. didn’t prove effective in Europe. But in November of 2001 Coca-Cola Co. launched the revamped PowerAde into seven European countries from Britai

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