New POWERade packaging featuring Top Fuel dragster selected
NHRA fans love the flames, but when it comes to a POWERade bottle that represents their sport, they'll take the Top Fuel Dragster.
The race to determine which NHRA POWERade bottle design drag racing fans would choose went down to the wire, but in the end, the "Dragster" design edged out "Flame" at the finish line with 53.25% of the 60,000 votes cast through NHRA.com, a special call-in number, and kiosks at-track.
The winning graphic design features a red background with the POWERade shield surrounded by flames and NHRA logo over the image of a Top Fuel dragster. A fiery mix of orange and red in color, the new flavor is a smooth blend of melon, pineapple and papaya.
"With more than 60,000 votes cast, NHRA fans have again demonstrated their incredible passion for drag racing, and they can look forward to seeing the winning design in stores throughout the country and tasting the new flavor in June," said Beatriz Perez, vice president, Sports Marketing, Coca-Cola North America.
"When we announced the partnership with The Coca-Cola Co. and the POWERade series sponsorship, this was the kind of program, and the kind of national outreach, we hoped to achieve," said Tom Compton, president of the NHRA. "I can't tell you how excited we are at NHRA about not only this program, but the partnership in general. And, the voting process is a testament to the excitement shared by our fans."
At the NHRA's season-opening event in Pomona, Calif., in February, POWERade announced that it would highlight its title sponsorship of the NHRA POWERade Drag Racing Series with the introduction of a special NHRA-themed flavor and package design depicting the speed, energy and passion of the world's fastest sport.
Two potential package designs were posted online at www.nhra.net from February 5 through 24. The new bottle will be introduced in stores around the country beginning in late June. The NHRA-themed line extension, which will be available in a proprietary 32-ounce bottle that narrows in the middle to allow for easy gripping, will add an incremental flavor and color to the current POWERade roster of drinks for a limited time.
The Coca-Cola Company announced a five-year exclusive agreement with the NHRA for POWERade to become its premier series title sponsor on Dec. 3, 2001. POWERade, one of the company's key brands, features vitamins B3, B6 and B12, which play an important role in energy metabolism. POWERade is available in seven flavors, including Mountain Blast, Fruit Punch, Lemon-Lime, Orange, Arctic Shatter, Green Squall and Jagged Ice.
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