The accelerade Brand was part of an asset purchase agreement by company whereby pacific Health laboratories ,Inc.,the original brand ower,received an upfront payment, a roYalty-free license to continue selling Accelerade and Endurox in power and gel forms through health and nutrition outlets. Accelerade was already popular with hard-core athletes given its 4:1 ratio of endureance, enhaned rehydration, faster muscle recovery, and less postexercise muscle damage.
Accelerade RTD Brand Launch Dr Pepper Snapple Group,Inc. introduced the Accelerade RTD, a ready-to-drink sports drink, in late May 2007 to convenience stores, supermarkets, and mass merchandisers through its distribution network. The target market for Accelerade RTD was the the 35 million Americans who exercised regularly and were concerned about begin competitive.
Accelerade RTD was launched with a 20-ounce single-serve package in four flavors: Citrus Grapefruit, Fruit Punch, Mountain berry, and Peach Mango. The manufacturer's suggested ratail price was $2.79 roughly twice the price of a 20-ounce Gatorade single-serve package. The premium price was attributed to Accelerade RTD's unique point of diffence the first protein-enhanced sports drink. Gatorade nor Powerade had this attribute.
A large marketing budget supported the Accelerade RTD launch, including new-media elements, such as brand Web site, poducts, search-enging marketing, and a chat room. The compaign's theme was "Sweat Smarter" to distinguish Accelerade RTD from its rivals by promoting the brand's protein content.