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Darren Rovell's books

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« Gatorade On Connecticut Schools Banned List | Main | Pepsi settles with Glaceau over Vitaminwater copycat »



I bet they don't care since PowerAde is still running some commercials comparing their water to Gatorade even though it supposedly has been settled...


During the rain delay at Talladega FOX touted the new flavor "Victory Lane Orange". Chris Myers was on set by himself with the new Flavor on the Table..


The funniest thing about the whole official deal with NASCAR and ISC is a joke.
As you know in reality they are the same thing and have figured out a way to get both companies to pony up the cash. One to NASCAR(France Family) and the other to ISC (France Family/Stockholders)
What a group of salesman...


The flavor of this drink is not black cherry and orange. It is orange and cherry and as I said before, it was Cooler Orange last year. This year they renamed it to Victory Lane Orange. Even Walmart last summer had some in their stores in the 64 oz bottles.

Pepsi should worry about VITAMIN WATER (SEE PRESS RELEASE)

Pepsi is getting their ass kicked by Glaceau Vitamin Water. Today they kicked Pepsi's ass in court see press release

FLASH! Pepsi Agrees to Redo SoBe Life Water Label
No surprise to anyone who witnessed judge's scathing remarks in NYC courtroom on Tues: PepsiCo has folded its hand and agreed to redo label of newly launched SoBe Life Water to avoid confusion with Glaceau's segment leader, Vitaminwater.

As reported (BBI, May 2), at Tues hearing in US District Court for Southern District, Judge Shira Scheindlin seemed to completely buy into Glaceau argument that Pepsi chose Life Water design solely for purposes of confusing consumers at retail. What particularly seemed to draw her ire was 2-tone label design with one panel white and other the same color as the liquid of particular flavor. Judge agreed that photos of retail displays presented by Glaceau showed the 2 brands to be indistinguishable from a distance, a problem she was only partly willing to attribute to her weak middle-aged eyes. She said she would withhold ruling on Glaceau's request for temporary restraining order until Wed noon to give the 2 cos a chance to work out a compromise; the cos returned to courthouse to meet with the judge on Thurs morning and, after a day of negotiations, settled details of resolution.

Both Glaceau and Pepsi reps characterized the settlement as amicable and said they could not disclose any details, including whether Pepsi was to pay Glaceau any damages or court costs. A Pepsi rep did confirm, however, that Pepsi would be allowed to deplete Life Water inventory already on retail shelves, as the judge had suggested from the bench in urging a settlement on Tues.

Resolution is clearly embarrassment for PepsiCo, which has ridden reputation as innovator to market cap exceeding Coke's. It also tars SoBe brand that once stood for edgy innovation and marketing, but has fallen into innovation drought since acquisition by Pepsi. In statement, Glaceau ceo Darius Bikoff said: "We respect that Pepsi agreed to change Life Water's trade dress. This reaffirms that imitation is no substitute for innovation." Glaceau's distributors had mixed reaction to outcome, expressing jubilation that blatant copycat effort had been beaten back, but also worrying that the sharp reversal may prompt PepsiCo to renew more aggressively its courtship of Glaceau. As reported, Glaceau's legal filings indicated that Pepsi had offered to buy co in Jan and, according to remarks by Glaceau atty in court, only seems to have adopted more aggressively imitative label design after being rebuffed. No price has been disclosed, if discussions reached that point. But with blatant-knockoff strategy dead in water now, distribs have to worry whether Pepsi won't simply sweeten bid and try to bring the real innovator into the fold. Go To Top

Todd Charske

I have worked in the "water" purtification business and I'm amazed at how important water is now. 10 years ago the thought of buyinf bottled water was silly. Now the big guys are in it and people won't drink out of the drinking fountain

- Todd Charske


There used to be a black cherry flavor. I loved it. What happened to it?

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