‘Powerade’ steps up InnerGear campaign as an official sponsor of the Rugby Football Union and Welsh Rugby Union

Tuesday, January 20, 2009

'Powerade', one of the UK's fastest growing sports drinks from Coca-Cola Enterprises Ltd (CCE), has just re-signed sponsorship deals with both the English and Welsh rugby teams.

The sponsorship activity builds on 'Powerade's' existing relationship with both of these teams and the brand's strong presence within elite rugby. 'Powerade' is also the official sports drink of the Olympic Games and supported the event in 2008 with a significant brand campaign including a national ATL campaign. The renowned ad, which began the InnerGear concept, sparked huge media attention and an influx of sales that drove 'Powerade's' highest ever share of the Sports Drinks' sector².

'Powerade' will launch an exciting new campaign to support its Rugby sponsorships starting in February 2009 with a huge £1m marketing spend across PR, off-shelf display and price promotion as well as increased presence on the playing field and a new 'InnerGear' ATL and press creative. Featuring three of England and Wales' top rugby players - Steve Borthwick, Paul Sackey and Shane Williams - the campaign brings to life the role of Powerade as the Innergear of the Rugby Football Union (RFU) and Welsh Rugby Union (WRU) and demonstrates what you put on the inside is as important as what you wear on the outside.

Limited edition pack designs will be available across all outlets from 26^th January. There will be a significant brand experience online with the website address featured on-pack, allowing consumers to view player blogs, post match analysis and exclusive information from inside the training camps of England and Wales. All of which will further drive excitement amongst existing consumers and encourage trial.

Outdoor media will break on 26^th January for three weeks and will include 96 sheet posters and banner presence across Cardiff, Birmingham, Manchester and London featuring the three elite players - Borthwick, Sackey and Williams. As the number two sport in the UK, Rugby has proved a very successful sponsorship platform. The 2007 Rugby World Cup promotion was one of the most successful 'Powerade' campaigns ever, resulting in record sales. Added to this, the Beijing Olympics activity increased 'Powerade's' volume share of sports drinks to its highest ever at 33%3. 'Powerade' volume continues to grow at +15%, ahead of the sports sector which has grown +8% since last year⁴. 'Powerade's' value sales also continue to outperform the market with +13% growth against +7% across the sports sector⁵.

CCE Trade Communications Manager comments:"We are delighted to be the official Innergear of the English and Welsh rugby teams. The 'Powerade' 'InnerGear' platform prompted the brand's highest ever volume sales during the Beijing Olympic Games followed by our sponsorship of Rugby World Cup tournament.  This new rugby campaign builds on the success of the 'Powerade' InnerGear ads and with the strength of the brand's Rugby properties to drive awareness, retailers should expect to see increased demand in-store. With the previous campaigns as a benchmark for success we expect to see significant uplift in 'Powerade' sales throughout the campaign."

1. AC Nielsen MAT 52 weeks to 04/10/08, Volume 24%
2. AC Nielsen volume share of sports sector Aug 2008
3. AC Nielsen volume share of sports sector Aug 2008
4. AC Nielsen MAT 52 weeks to 27/12/08, Volume Sales
5. AC Nielsen MAT 52 weeks to 27/12/08, Value Sales