one time upon a time, "sports drink...

one time upon a time, "sports drinks" meant united thing: Gatorade. But while the Gator still take pleasure ins a mammoth 80-plus share in the category, other entries continue to hang in there. An increasingly active consumer base, combined with the maturation of the category's credibility, has made it a profitable place to be even for those bringing up the rear.

Andy Horrow, director of equity communications and professional marketing at Gatorade, says, "Being in the same manner dominant in the sports drink category has allowed us to make secure that the category remains highly credible."

He believes that marketing Gatorade as a highly functional