Gatorade Maker Attacks Coca-Cola Over Ads

NEW YORK (CN) - The maker of Gatorade says rival Coca-Cola's ad campaign for Powerade ION4 constitutes false advertising. The campaign -- launched nationwide on ESPN Magazine, on billboards and over the Internet -- claims that Gatorade is "INCOMPLETE" and "MISSING" the "critical" electrolytes magnesium and calcium.

"None of these claims are true," says Gatorade maker Stokely Van-Camp Inc. in a federal action filed Monday. "There is no evidence, scientific or otherwise, that Powerade ION4 functions better than GATORADE as a sports drink. There is no evidence that Powerade ION4 will help consumers achieve better hydration, have more energy, or get nutrients that will result in improved athletic performance."

In addition to false advertising, the makers of Gatorade are suing for unfair competition and trademark dilution, alleging that their competitor's advertisements "disparage" its "lightning bolt" image.

Stokely Van-Camp is represented by Brendan O'Rourke of Proskauer Rose.

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