Word: coca-cola
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...FOUR-CITY FAST BREAK, THE Coca-Cola Co. has made the first move, flooding thousands of stores in the Southern U.S. with cans and bottles, displays and posters, backed by a TV ad campaign, to introduce its newest product, PowerAde. It's a drink made for athletes and, in the words of a Coke spokesman, "anyone who works up a sweat." At PepsiCo, Inc., plans are well under way for a summer rollout of its new drink for jocks and those who aspire to be: All Sport. Other large companies are entering the fray with similar products -- Dr Pepper/Seven-Up with...
Ironically, Gatorade may be responsible for spawning one of its new heavyweight competitors. With an eye on expansion, especially overseas, Gatorade approached Coca-Cola last January about using Coke's distribution system. But the talks broke off in April, and the next thing Gatorade knew, Coke had pledged a "major commitment" to sports drinks...
...everybody caves. Two weeks ago, Coca-Cola chairman Roberto Goizueta stood up before shareholders and defended his 1991 pay of $86 million, which included a record $80 million in stock grants, on the grounds that under his management, Coke stock had increased 1,300%. Goizueta was interrupted four times -- by thunderous applause. U.S. Surgical CEO Leon Hirsch, who earned $118 million in salary and stock incentives, maintains that he's worth it. "I'm not paid enough," he says. Since 1988, U.S. Surgical's market capitalization has, to his credit, increased 1,350%; in the past three years, shareholders have...
...Connies. Chucks. High-tops. All Stars. By any name, the Converse Chuck Taylor All Star basketball shoe is an American classic -- and still a hot seller. For sheer endurance, the simple canvas and vulcanized-rubber shoe (price: $32) now ranks up there with leather bomber jackets, Levi's and Coca-Cola. Last week Converse celebrated the 75th birthday of the All Star and launched an ad campaign that includes a battery of five-second TV spots...
This is not the first time a company has tried to capture customers with a calculating can. Two years ago, Coca-Cola came out with a similar promotion, dubbed MagiCan, but withdrew it in three weeks after a number of the mechanisms that were supposed to propel cash or prize certificates out of the opening malfunctioned...