Endurox Tilts to Isos
Gerry Khermouch
Watching sports-drink brands stress refreshment rather than serious rehydration in their positioning, PacificHealth Laboratories, Woodbridge, N.J., is tilting its Endurox nutritional supplement brand to being a powdered sports drink that it will use its stable of sports endorsers to promote this summer.
Endurox R4 Performance! Recovery Drink, claimed in ads to improve performance by 55% and reduce muscle stress by 36% versus industry leader Gatorade, fills a vacuum as the industry leader targets less active people via extensions like Gatorade Frost, said CEO Robert Portman.
The brand launches in powder form in Passion Fruit flavor at GNC, health food stores and athletic retailers, but will later add a bar version, Berry Chocolate flavor and perhaps ready-to-drink versions, backed by endorsements from footballer Joe Montana and endurance runners Grete Waltz and Frank Shorter. A print campaign approaching $1 million will tout Endurox R4 as “the first sports drink with real muscle behind it” in books such as Runner’s World, Bicycling and Triathlete.
COPYRIGHT 1999 BPI Communications, Inc.
COPYRIGHT 2000 Gale Group
