Powerade Energy Powers ‘The Everyday Race’

Wednesday, June 15, 2011

Launching first Dual Energy product, Powerade Energy, with integrated campaign targeting active people.

Powerade is breaking barriers this summer with the introduction of the world's first Dual Energy product, Powerade Energy.  Playing on the drink's unique ability to 'energise fast' and 'sustain performance' during peaks of intense physical activity, the integrated product launch is supported by TV, outdoor, digital and sampling under the strapline 'For the everyday race'.

Bursting onto TV screens from 14th June, a fully charged 30-second execution created by Mother London brings to life the 'race' in people's daily lives as Powerade Energy drives them to win at every step.  Narrated by the avid tones of a sports commentator, the spot follows physically active people from the morning starting blocks to evening finishing line, as Powerade Energy powers them to maximise their performance.  Reaching out to online audiences, the creative will be amplified across key video on demand and social media sites.

Bringing the highly charged proposition to a wider audience, dramatic 6 and 96 sheet outdoor ads will further drive the message as people go about their 'everyday race'.   Whilst a widespread sampling campaign will encourage trial amongst the target audience of physically active men and women.

Zoe Howorth, Market Activation Director for Coca-Cola Great Britain comments:  "We're excited to be leading the field with the launch of Powerade Energy, answering consumer demand for a drink that optimises success by energising fast and sustaining performance.  At the heart of the new campaign is a fast-paced creative, which embodies the winning philosophy of Powerade Energy, powering the lives of active people to excel in their own 'everyday race'.

For more information, please contact:Carly at Mercieca on 020 7485 0100 or cocacolaenterprises@mercieca.co.uk