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Coca-Cola mustered another challenge to PepsiCo's Propel brand with electrolyte-rich Powerade Power Water, added caffeine lift to its Body Armor Flash IV line and formally unveiled its 7.5-oz single cans as an intended c-store CSD workhorse. And it displayed new ambition for its longtime Dr Pepper wannabe Mr Pibb at a time consumers are seeking bold flavors, undoing Pibb Xtra rebrand but boosting caffeine content and going with bold graphic treatment. Tho the gentlemanly protocol is to never mention rivals by name, Powerade Power Water clearly is meant to offer stiffer challenge to Propel, bringing 50% more electrolytes "than the leading brand" in quartet of zero-sugar entries: Mountain Berry Blast, Strawberry Kiwi, Tropical Pineapple and Watermelon. Sucralose-sweetened line clocks in at 5 calories and boasts electrolyte bill of 520 mg sodium. Cited as platform's first significant innovation in 5 yrs, Power Water got a regional launch on East Coast this month, with Kroger and Walmart among initial retail partners, and is about to board Amazon this month before going national at retail next year.With Body Armor Flash IV off to a good start in rapid-hydration segment pioneered by Pedialyte and Electrolit, it gets caffeinated extension early next year that melds 95 mg caffeine with 2,200 mg electrolyte bill. It will be line-priced with core line.With spicy cherry soda booming, this was right time to reinvest in Mr Pibb, exec told us, presumably referring to Dr Pepper's having vaulted into #2 soda rank. Tho since its 1972 launch Mr Pibb had developed very loyal following in pockets of US, it's intensifying energy lift with 30% gain in caffeine to 54 mg even as graphics get makeover that verges on aggressive. It gets regional launch at end of month in strong markets like Calif, Minn, Las Vegas, Chicago and Florida. It's offered in regular and zero-sugar versions.As we discussed last week, the new 7.5-oz minicans become part of what's now a 4-package strategy for impulse channels including 12-oz cans and 20- and 24-oz PET bottles (BBI, Oct 10). Tho announcement prompted some question of how the minicans would be merchandised in c-stores, electronic displays at Coke booth suggested there's air space in retailers' current vaults that could be captured to unlock incremental oppty. With nominal SRP of $1.29, key to success for retailers will be to sell them at no more than $1.50, we were advised, offering appealing price point and modest calorie hit of 100 calories - the original role the format had as "portion-control" pack. The format won't be stinted of innovation, with flavor-seeking shoppers able to obtain Cherry Float due next Apr in that format only in C&G channel. By now, all bottlers are capable of running the 7.5-ouncers, we were assured.Other new stuff: Simply brand adds its first new Ades flavor in nearly a decade with Simply Limeade with Cherry, due in early 2026 in 52-oz carafe and 11.5-oz single-serve bottles . . . Body Armor brings Tropical Passionfruit flavor to 16-oz size in early Jan . . . Topo Chico Sabores adds Passion Fruit in Feb . . . Fanta adds Fanta Sour Cherry in Apr . . . Intro'd this past year as an LTO that riffed on consumers' homemade creations, Sprite + Tea returns next spring.America 250, FIFA World Cup as Marketing Pegs KO will have plenty of marketing hijinks to discuss in coming year. Among its gimmicks for America 250 celebration of founding of republic will be minicans due in Apr that are branded for each state along with DC and Puerto Rico. Crucially, full range will be made available in all markets to save collectible-minded shoppers a lot of air fare. Also big will be activation behind FIFA World Cup based in US, Canada and Mexico. Among efforts KO has got teed up for that will be partnership with Panini that will place a baseball-card-style item on the bottle. They'd partnered at last WC iteration in Qatar in 2022. Sweepstakes will offer winners as much as $1 mil.

NACS: Coca-Cola Sets Powerade Power Water as Propel Alternative; Caffeinated Extension for Body Armor Flash IV; Mr Pibb Revamps

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