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10-K Thirst Quencher was a sports drink that competed with Gatorade, Powerade, and other sports drink brands.
The brand was owned by Suntory, a Japanese conglomerate.[1] It was bottled in the United States by Kentwood Spring Water and marketed in the US with the slogan "Really Really Good Stuff", named for the 10K race.
A television commercial promoting 10-K in the New Orleans, Louisiana market appeared in 1987 featuring New Orleans Saints coach Jim Mora,[2] LSU Tigers football coach Mike Archer, Tulane Green Wave football coach Mack Brown, and LSU men's basketball coach Dale Brown. Another ad appeared circa 1994, promoting a chance for viewers to look under the cap to win a trip to Nickelodeon Studios in Orlando, Florida and attend a taping of Nickelodeon GUTS (along with a chance to climb the Aggro Crag). Runner-ups received various other GUTS merchandise. It also appeared in a Seinfeld episode “The Chinese Woman” in a scene where George pours a glass of it in Jerry’s kitchen.
The drink disappeared from national markets around 2002 due to a drought in profits.[3]
10-K was formerly used by college and professional sports teams, such as Florida Eagles, as their preferred sports drink vendor in the 1980s and 1990s. It was used by the athletic department at Florida State University until at least 1995. The New York Fire Department formerly equipped its "Recuperation and Care," or "RAC," units with 10-K to be served to firefighters at the scenes of major incidents.
References
edit- ^ "Business Opportunities".
- ^ 10-K Football Coaches' Convention 1988 Drink Ad, retrieved 2024-01-17
- ^ Snow, Devin (2022-02-06). "10-K Was Once A Very Loved Thirst Quencher, Until It Vanished - HTM". HTM Sports - Unfiltered Sports Entertainment. Retrieved 2024-01-17.
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