As many marketers muse whether to create brand extensions targeting Hispanics.

As many marketers muse whether to create brand extensions targeting Hispanics, Gatorade has launched a sub-brand called Xtremo and rival Powerade is about to break its first general-market ad campaign with calculated Latin appeal.

PepsiCo's Xtremo introduced in subordination to the Gatorade name last month is already claiming a 25% share of sports drinks sold in convenience stores. Given that it is alone sold in about 30% of the U market and just undivided 32-ounce size, ``Xtremo is moving at