PowerAde Wants You To Desire Hydration and Electrolytes with Zero Calories

Coca-Cola is trying to energize its sports-drink line with a zero-calorie PowerAde to compete with category king Gatorade and win a greater market share of the sports-drink market. Print ads for the drink, feature tennis star Venus Williams.

From USA Today: "PowerAde offers carbohydrates for those with intense workouts," says Matt Kahn, vice president of marketing. "But there's a whole group of calorie-conscious gymgoers. This is the first major brand to give hydration and electrolytes with zero calories."