Gatorade NBA promo

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Gatorade is getting set to launch its first ever consumer promotion, taking competition in the isotonic beverage category to new heights. Leveraging its National Basketball Association sponsorship, Gatorade next week launches its "Sweat it out" under-the-cap-promo, tied to the NBA playoffs. Consumers will win an unspecified prize if the cap correctly predicts the outcome of the NBA finals. Gatorade will support the multimillion-dollar effort with spots from Bayer Bess Vanderwarker, Chicago, starring pitchman Michael Jordan. The promotion represents preemptive strikes against Coca-Cola Co., which is expected to leverage its corporate-wide 1996 Summer Olympics sponsorship with an aggressive summertime promotion for its PowerAde product, and Pepsi-Cola Co., which will tout All-Sport during the same time period.

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