Powerade has launched a major multi-million dollar campaign to push its new drink formula.
The new product, Powerade ION4 is the biggest reformulation of Powerade since 2006 and is getting a multi-million dollar media investment over 15 months to match.
Powerade ION4 has 95% more electrolytes which claims to replace four of the electrolytes lost through sweat: sodium, potassium, calcium and magnesium.
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.
Coca-Cola group marketing manager hydration, Tracey Evans said: "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."
The ad will be rolled out through TVCs, OOH, sporting talent, packaging, POS and an in-store Olympics activation. It will also be backed by social media and digital push.
Agency Credits
Media Strategy & Buying: UM
Asset Strategy & talent negotiations: Gemba
Creative: Ogilvy
Shopper Marketing: Mix
Consumer PR: M&C Saatchi Sports & Entertainment
Trade PR: Red Agency
Experiential: Urban
