For years, Glaceau's Vitaminwater has been doing real well taking away drinking occasions from the soft drink and sports drink market. Well, Pepsi is about to take a shot at Glaceau. According to Bevnet.com, Beverage Digest revealed recently that PepsiCo has trademarked the names SoBe Life Water and Life Water by SoBe. Pepsi, of course, has fitness water Propel (made by the makers of Gatorade), but it seems like they think that's a completely different category.
April 2007
Darren Rovell's books
Darren Rovell: First in Thirst: How Gatorade Turned the Science of Sweat into a Cultural Phenomenon
Out in bookstores and online NOW. Published by AMACOM in August 2005.Darren Rovell & David M. Carter: On the Ball: What You Can Learn About Business From America's Sports Leaders
Published in February 2003 by Financial Times Prentice Hall.
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