New POWERADE flavor and packaging to highlight the very real power of NHRA Drag Racing

01 Feb 2003

Race fans will select package design via online voting at NHRA.com Atlanta, February 05, 2003 - POWERADE is highlighting 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. 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. A fiery mix of orange and red in color, the new flavor is a smooth blend of melon, pineapple and papaya. Two potential package designs will be posted online at www.nhra.com beginning February 5, 2003. The design receiving the most votes will be introduced in stores around the country beginning in late June. Voting is allowed one time per day per unique user email address. Voting ends at 11:59 pm February 24, 2003. One graphic design depicts large flames running up both sides of the bottle, along with the POWERADE shield and NHRA logo set over a red and black background. The second features a red background, with the POWERADE shield surrounded by flames and NHRA logo over the image of a top fuel dragster. "We are committed to bringing fans closer to the excitement and passion of drag racing both at the track and beyond," said Beatriz Perez, vice president, Sports Marketing, North American Division, The Coca-Cola Company. "We believe this line extension gives fans a unique taste of the very real power of the NHRA POWERADE Drag Racing Series." "We're very excited about the new ways in which POWERADE continues to showcase the NHRA POWERADE Drag Racing Series," said Tom Compton, president of the NHRA. "Being featured on POWERADE bottles in stores around the country will have a significant impact, exposing many new fans to our sport." 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 more than 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 Jr. Drag Racing League for youths ages 8 to 17.