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March 11, 2009

All Sport, the sports-drink brand that for some reason won't die

Posted on Wed Mar 11 2009


In the '90s, PepsiCo hatched its own sports drink called All Sport. For whatever reason, it was lightly carbonated (not sure why athletes would want that), and pretty much never gained any significant market share from Gatorade fans (because everyone wanted to be like Mike). After Coke balked at buying Quaker Oats, which it was eyeing mostly for its crown jewel Gatorade, Pepsi swooped in and snapped it up for a cool $13.4 billion in 2000. Ironically, there were concerns at the FTC about PepsiCo owning Gatorade and the underwhelming All Sport. To appease those concerns, Pepsi sold All Sport to the little-known Monarch Beverages. The brand's presence continued to dwindle to near non-existence until, lo and behold, the Dr Pepper Snapple Group relaunched it this week. In what is at least its fourth try, the brand is now being touted as the first, all-natural zero-calorie sports drink. It uses the new, hip sweetener rebiana. While an all-natural, no-calorie sports drink is a great idea, and it's nice to see Dr Pepper Snapple pioneering something for the first time in forever, why bring back All Sport? The brand has zero equity with consumers and has never posted anything close to strong sales. If anything, the people who did try it in its carbonated version, or saw it in its horribly repackaged form under Monarch, probably think it sucks.

—Posted by Kenneth Hein


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