Monarch Plans New All-Sport Ad Campaign

NEW YORK–While PepsiCo contemplates advertising and marketing moves regarding its purchase of Quaker Oats and the golden Gatorade division, Monarch Co. is mapping strategy to boost the value of the All Sport brand it purchased from PepsiCo. The Atlanta-based company, which sells Dad’s Root Beer, Bubble Up and Moxie Cola, is planning a new ad campaign and contemplating new flavors and a package redesign in hopes of capturing a larger share of the $2.6 billion sports drink category.

Bouchez Kent & Co., New York, a division of Arnold Worldwide, handles advertising for Monarch and is aiming to have All Sport ads out by mid-September. Media budget was not revealed but likely will be more than the $380,000 PepsiCo spent on All Sport ads from the beginning of 1999 through mid-2001, according to CMR.

“We feel like it will not be that difficult to renew awareness and let people know it’s out there,” said Ann Burton, Monarch’s chief operating officer. “The brand is still known. We’re prepared to begin immediately.”

All Sport has a 4.4% share of the sports drink market. Gatorade controls about 80% followed by Coca-Cola’s Powerade, with about 15%. The 36-year-old Monarch is majority owned by Andros SA a French-based company that also owns a stake of Smuckers. Monarch’s U.S. sales should climb from 12 million cases to almost 30 million cases with All Sport, according to industry analysts.