Powerade uncovers the science of winning in new campaign for Powerade ION4 via Ogilvy Sydney

Coca-Cola South Pacific has announced the launch of a new campaign for Powerade ION4 via Ogilvy Sydney.

The campaign will benefit from a multi-million dollar media investment over 15 months, including TVCs, out of home advertising, sporting talent partnerships, packaging and POS and an in-store Olympics activation. This will be backed up by a social media and digital push through the creation of the Powerade Twitter app.

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The launch follows hot on the heels of Footy Finals weekend, fronted by NRL star performers Billy Slater, face of the launch TVC, and Greg Inglis, face of the out of home advertising. The campaign will continue through strategic associations with key sporting events in cricket and basketball, with further activity planned ahead of the Olympics in August 2016.

Says Tracey Evans, group marketing manager hydration: “In the booming sports drink category what has become apparent is that innovation and exclusive partnerships are driving transactions.

“Powerade ION4 is an evolution of the sports category, reinforcing product efficiency and sporting credentials through a new formulation containing 95 per cent more electrolytes that help replace four of the electrolytes lost in sweat. Following successful trials, where these claims drove a huge 61 per cent increase in purchase intent, we’re looking forward to launching in market and driving growth in the category.”   

Media Strategy & Buying: UM

Experiential: Urban