Editor's note: The original version of this article incorrectly said that the DC Comics' illustrated story featuring LeBron James would also feature Spider-Man. This is inaccurate. We apologize for the error.
Basketball star LeBron James assisted in the development of a new Powerade variation, dubbed "FLAVA23," which will be available beginning in September. In a way, it's like Michael Jordan helping create the latest Nike
Coke needs to do something. PepsiCo's
The launch will be supported by a comic book developed by Time Warner's
Coca-Cola needs to build growth in its case-volume metric. A campaign like this, which ties itself to some hot properties, should aid in this growth quest. New flavors can oftentimes add interest to a brand, but a new flavor associated with a star like LeBron James has the potential to amplify such appeal. Here's my one reservation: deal structure. I hope Coke didn't give up too much in securing this initiative; the company generates a lot of free cash, and I want as much of it as possible to power up my dividend increases.
For more on beverage industry happenings, the following will be of interest:
- Taco Bell's Blue Dew by Alyce Lomax
- Is 7-Up's New Drink a Plus? by Rich Duprey
- Sweet Chocolate, Sour Soda by W.D. Crotty
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Fool contributor Steven Mallas owns shares of Coca-Cola, but none of the other companies mentioned.